An entrepreneur is taking on the global giants of the oral healthcare world with his range of “intelligent” electric toothbrushes.
Kingsley Noel has launched a new business called Denvio supplying a product which he hopes will get children and adults “brushing better”.
He said he has worked with product designers to come up with a range that he feels is just as good as the leading brands – if not better.
Fom his base in Leicester he has teamed up with manufacturers in China to make the toothbrushes.
He said his products are equipped with motion sensors and powered by “artificial intelligence” to recognise an individual’s brushing style and guide them to better brushing results.
They are currently available online with free shipping and a “hassle-free” returns policy.
A Denvio Sonic Teen toothbrush sells for £29.99 while their Sonic Lite, Plus and Pro products vary in price from £74.99 to £89.99.
They have made around 500 units so far.
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The Sonic Pro toothbrush, for instance, has five brushing modes and gives up to 35,000 brush strokes per minute.
There is also an app to track a person’s brushing area, how long they brush, frequency, brush head wear out and show how much power is remaining.
A pair of replacement heads are £17.99 and £19.99.
Mr Kingsley, who is originally from Nigeria, has a background in web design and designed the Denvio website.
He said: “I had the idea two years ago when I went to my dentist and thought the products on offer were over-priced.
“We launched the brand in July and what we are doing now is trying to build media awareness.
“We are also looking around for a shop in Leicester and hopefully will have found somewhere by the end of the year.”
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Denvio marketing manager Alexandra Andrei said it was a small, but dedicated team.
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She said: “We have been watching other companies for a while and wanted to bring in something we felt people could afford.
“We think our prices are quite affordable.
“These products are designed in the 海角视频 and made in China. These are our own ranges.
“At the moment there are just three of us. None of us has a background in oral hygiene, but Kingsley wanted to invest in something like this.”