The company has appointed Mark Koide, as the new CEO to take over from Nancy Rosenzweig, who has headed up the business for the past three years.
During Rosenzweig’s stint as CEO the company increased its distribution nationwide in the United States, a move that helped to triple sales during the period.
Growth taps into naturals trend
As well as expanding the business through its strategic growth plan, the company has tapped into the growing trend for natural products, and more specifically the trend for natural-based oral care products that do not contain harsh chemicals.
The business was started 15 years ago and has since tapped into the naturals trend, which has been driven by increased awareness in wellness issues and concerns for the environment.
Koide has a history of working in the consumer goods segment, latterly diversifying into the natural food and beverage segment, having most recently headed up the Seeds of Change Division for food giant Mars.
He has also held executive positions with Hain Celestial, Danone and Pepperidge Farm and the Campbell Soup company, as well as being a co-founder of Walnut Acres, an organic food company that was sold off to food and personal care player Hain Celestial in 2003.
Pivotal stage of development
“The natural Dentist is at a pivotal stage of development,” said Koide. “I am excited to be joining the company at this stage, as the natural category continues to move from a trend to a deliberate lifestyle for a surging number of consumers.”
The company specializes in rinses and mouthwashes that avoid harsh chemicals, alcohol, artificial preservatives, dyes or flavors. Its leading brands are Healthy Gums Mouth Rinse and Anticavity Fluoride Rinse, which have both been clinically tested for efficacy.
Aspiring to Tom's of Maine
Undoubtedly The Natural Dentist will be hoping to emulate some of the success realised by the world’s leading natural oral care player, Tom’s of Maine.
Having realised massive growth during the early noughties, the world's largest oral care player Colgate-Palmolive bought the company in May 2006, in a move that serves Tom's aim to focus on higher-margin markets.
Tom's of Maine was founded in 1970 by Tom and Kate Chappell and the the family retains a 16 per cent share in the business.