By: Rudy Sanchez
Walk down the aisle of any major retailer, or browse toothpaste on Amazon and you’ll find dozens of toothpaste brands—some whiten, some brighten, some are fluoride-free. Yet all of them seem to have one thing in common: plastic packaging.
Even all-natural brands such as Tom’s of Maine comes in plastic tubes, which aren’t typically recyclable, and will more than likely end up in landfills.
To make matters worse, the TSA doesn’t allow toothpaste tubes larger than 3.4 oz in carry-on luggage, which means consumers are buying little tubes just for traveling.
Bite, by The Kind Lab, addresses the plastic and travel problem by making a “toothpaste pill.” These pills are all-natural, fair trade, vegan and made with organic ingredients. Instead of a liquid or gel, these pills are hand-pressed. Bite doesn’t contain fluoride or sodium lauryl sulfate—both chemicals many consumers are either allergic to or trying to avoid. Having the toothpaste pressed in pill form also reduces toothpaste waste and makes it easier to use the correct amount with every brush. Pills are also not considered liquids, so travelers don’t have to worry about buying travel-sized tubes and they take up less space in your bag.
Bite comes in glass containers with a metal lid, the packaging is plastic-free and meant to be refillable for members of their subscription plan. The glass bottle features a minimal label, using a typeset font and the instructions.
When you break it down, that’s the real difference between Bite and their competitors: most toothpaste packaging does everything it can to stand out on the shelf, while Bite stands out precisely for what it is not.
Bite’s innovative product design allows The Kind Lab to forego plastics in their packaging, reduces product waste and the number of plastic toothpaste tubes that go to landfills, including travel-sized tubes necessitated by TSA regulations, a win-win-win all around.
Rudy Sanchez
Rudy Sanchez is a product marketing consultant based in Southern California. Once described by a friend as her “technology life coach,” he is a techie and avid lifelong gamer. When he’s not writing or helping clients improve their products, he’s either watching comedies on Netflix, playing the latest shooter or battle royale game or out exploring the world via Ingress and Pokémon Go.
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