Earlier this year Grin Natural announced the start of the company’s Share a Grin initiative and with 50,841 kids smiling from ear to ear its safe to say the initiative has been an overwhelming success. As part of the campaign, the New Zealand owned and operated company announced the goal of providing 50,000 kiwi kids in need with biodegradable toothbrushes.

Running for a total of 11 weeks, the initiative encouraged shoppers to purchase a grin natural toothbrush from any New World supermarket and for every product purchased, Grin would donate an eco-friendly toothbrush to a Kiwi kid in need.

The initiative came about as a way for the company to help the current state of New Zealand oral health. Currently, New Zealand children’s oral health is in a state of decline. According to the Child Poverty Action Group, tooth decay is the most chronic disease seen in children. The report also exposes the direct correlation between child poverty and dental health.

“I’m extremely proud of how the campaign has gone and hitting the target of 50,000 brushes to donate is a huge achievement. It’s something that would not have been possible without our campaign partners and the support of caring Kiwis getting behind the campaign,” said Tara Tan, Grin Natural general manager.

The donated toothbrushes will be distributed via local charities and organisations selected by New World.