Solid, a Porirua-based oral health company, has recently introduced its innovative plastic-free toothpaste to New World supermarkets across New Zealand, just six months after winning the inaugural Foodstuffs Emerging Supplier competition.
Laura, a former oral health therapist and Solid's founder conceived the company due to the lack of plastic-free options in the dental industry. She aimed to provide high-quality, effective oral products without compromising on sustainability.
According to Laura, one of the challenges of oral health is that people often do not enjoy brushing. Because they do not have a product they like to use, they do not brush as well or as long as they should.
By providing a toothpaste that people love, Solid hopes to contribute to a healthier mindset around brushing, with customers buying their toothpaste because they want to be sustainable and sticking around because it is delicious and healthy.
Solid is committed to tackling the problem of toothpaste tubes ending up in landfills, with sixteen million tubes being discarded yearly. Solid jars are returnable for reuse, encouraging customers to contribute to the product's sustainability.
In 2023, Laura and her partner Adam, co-founder of Solid, entered the Foodstuffs Emerge competition. After winning the competition, Solid's two most popular products were launched in New World supermarkets across New Zealand.
Solid offers a range of products split into twelve categories, from mouthwash to toothpaste tablets, each designed to encourage behaviour change. The company is working on new flavours and formats and plans to send its first major order to Australia soon.
