Flexi-Brush, baby's first toothbrush from Cheeky Chompers
Cheeky Chompers, the multi-award-winning British nursery brand behind the iconic Neckerchew teething bib, is thrilled to unveil its first product designed to support the next stage after teething – looking after baby teeth!
The new Flexi-Brush is the ideal first toothbrush for babies 0+ to hold, explore and get used to teeth-cleaning.
Thoughtfully designed with a soft brush and different textures on the handle, the Flexi-Brush will gently massage teething gums to give much needed relief and, thanks to the small head it provides an ideal applicator to add teething gels and toothpaste. The perfect first toothbrush and multipurpose product is a must for the changing bag.
As teeth start to appear, the Flexi-Brush will help to keep them clean and encourage baby to get used to the sensation of tooth brushing and teach them to look after their teeth – an important routine to get little ones into as soon as possible! Once first teeth fully erupt, the Flexi-Brush can be used in conjunction with a nylon bristle brush.
Coming as a pack of two (one blue and one sage green), the Cheeky Chompers Flexi-Brush is made from 100% soft and pliable food grade silicone, which is gentle and safe for little mouths to explore. It has been purposely designed into a safe shape to prevent choking hazards – and can even be cleaned in the dishwasher and steriliser.
To accompany the new product, Cheeky Chompers have also launched a great range of resources, tips and advice around baby tooth care. The resources include videos, blogs, infographics and more on a range of topics including Baby Tooth Care Tips, a teething chart to show parents which teeth to expect and when and how to brush baby’s teeth by Mummy Dentist Dr Jemma KE Hook.
Commenting on the brands latest innovation, Julie Wilson, co-founder of Cheeky Chompers said:
“We are delighted to unveil the Flexi-Brush, baby’s starter toothbrush! We’ve researched the challenges that parents are facing around toothbushing and spent a lot of time developing this product to ensure it really does help make parents lives easier. The Flexi-Brush will not only massage sore gums, but it will be a great tool to get little ones into the best habits for cleaning their teeth from day one!”
Julie Wilson and Amy Livingstone started award winning nursery brand Cheeky Chompers when they were on maternity leave. They identified a gap in the market for an attachable teething solution following their own experiences picking up and sanitising dirty teethers, and decided to develop their own product to solve this issue.
They incorporated the company in August 2012 with initial funding raised via family and friends and the prize money from winning the Scottish EDGE competition. In February 2013 Cheeky Chompers officially launched with their innovative Neckerchew, “The world’s first chewable dribble bib for teething tots”.
It was a busy first year – Cheeky Chompers quickly established a direct retail network in the UK and a distribution network overseas.
In November 2015, Cheeky Chompers were awarded Scotland’s Emerging Entrepreneur of the Year award and were speakers at the ES Annual Conference 2016.
The brand has now sold over 2 million products in 36 markets worldwide, as well as via a number of UK national and independent retailers.
The Cheeky Chompers range comprises the Neckerchew, Comfortchew, Neckerbib, the Cheeky Blanket, the Muslin Collection, Animal Teether Collection, Handychew and are now entering new territory with the Flexi-Brush. The brand also boasts a beautiful range of gift boxes to suit every budget.
As well as featuring on Dragons Den, the brand has scooped many award wins, including Mums Award 2021 Silver for Handychew, Baby Award for Animal Teether, UKMumstv for Every Cloud Gift Set, Loved By Parents Awards for the Neckerchew, including Platinum for Best Teething Aid and Best Baby Gift and Gold for Best Teething Product. In 2018, the Edinburgh based company was awarded the Queen’s Award for Enterprise for International Trade.