Quip Expands Its Oral Care Suite with Chewing Gum

This product launch goes out to anyone who’s six months overdue for a deep teeth cleaning. Quip, the DTC oral care brand, expanded to selling teeth-cleaning gum yesterday.

• Quip’s new category launches online-only, with plans to expand to retail later on.
• Shoppers will have the option to order subscriptions and a refillable gum dispenser.

Did gum really need disrupting? Cash wrap merchandisers may disagree, but Quip CEO Simon Enever told me there’s a gap for a “convenient and effective” oral care chewing gum. The product is American Dental Association-approved, and was tested by current brand subscribers.

• Plus, Quip already sells another consumable (toothpaste). That means it didn’t need a pricey supply chain overhaul to enter a new category.

Big picture: A year without dental appointments has worked to Quip’s advantage, Enever said. In 2020, Quip has entered five new retail partnerships, including a 3,000+ store deal with Walmart, and launched four new products.

But most importantly for a DTC brand of a certain aesthetic, Enever said Quip has been profitable since March.