Jakarta, Indonesia, February 12, 2025 — Mama’s Choice makes brushing more fun with two new flavors of its baby toothpaste: Mandarin Orange and Mixed Berries Bubblegum, designed for babies aged 6 months to 3 years.

“We want to make brushing an enjoyable experience for kids, allowing them to explore different flavors while ensuring their oral health,” says Dinda Ayuvalira, Head of Product Development at Mama’s Choice. Inspired by the freshness of Mandarin Orange and the playful essence of Mixed Berries Bubblegum, these new flavors complement the Mama’s Choice My First Oral Care lineup.

Caption: Mama’s Choice Baby Toothpaste and My First Oral Care

Swallow-Safe Ingredients for Babies, Approved by Mommies!

Mama’s Choice Mandarin Orange and Mixed Berries Bubblegum baby toothpaste variants feature hydroxyapatite, a natural mineral that is safe to swallow, restores microscopic holes, and strengthens teeth, along with xylitol, a natural antibacterial agent that combats harmful bacteria. 

“We carefully develop these flavors through scientifically crafted formulas and extensive taste-testing to ensure they are gentle yet appealing to even the pickiest eaters. By combining scientific precision with a dash of fun, we offer a variety of 100% natural flavors that support little ones’ journey of flavor exploration—giving mamas less to worry about,” Dinda adds.

Caption: Mama’s Choice Baby Toothpaste: New Variants, Swallow-Safe, and Effective for Baby’s Dental Health

These new variants underwent testing with the Mama’s Choice community before launch, with 9 out of 10 Mamas agreeing that the toothpaste cleans teeth and the mouth better, reduces bad breath, and has an aroma, flavor, and texture liked by children. “We understand how overwhelming oral care can be for parents, so we develop this toothpaste with heartfelt care to offer a worry-free, effective solution,” Dinda shares.

Reaching and Uniting Indonesian Families by Promoting Safe & Fun Brushing Habits

Mama’s Choice gradually introduces these new variants across its international distribution network, strengthening both its online and offline presence. “These flavors complete our product range, allowing us to cater to a wider variety of kids’ preferences while maintaining our commitment to safety and efficacy,” says Immanuel Manurung, Regional Head of Operations at Mama’s Choice.

Caption: Immanuel Manurung (left) and Dinda Ayuvalira (right), Head of Product Development at Mama’s Choice, pose with the new variants of Mama’s Choice Baby Toothpaste

The brand rolls out an extensive marketing strategy, continuing its #SenyumSehatBayi campaign with the unique selling point “#1 Baby Safe Complete Protection.” This includes engaging TikTok and Instagram “Fun Brushing Challenges,” collaborations with mom influencers and health-focused KOLs, and community activations through events. Additionally, a targeted social media challenge offers prizes such as oral care packages and free child dental consultations. Distribution and promotional efforts include in-store display collaborations with Kanmo Group, contest strategies with Sociolla, partnerships with dental clinics for dental care package giveaways, and strategic discounts through e-commerce platforms.

According to Donny Wardono, Chief Commercial Officer of Mama’s Choice, baby oral care remains a strong revenue driver, with significant growth in both online and offline channels. “We see this launch as a major opportunity, supported by strategic marketing, influencer collaborations, and integrated campaigns that will drive visibility and sales,” he explains.

Mama’s Choice’s new Mandarin Orange and Mixed Berries Bubblegum baby toothpaste is now available across online and offline stores with an SRP of IDR 59,299, ready to make little ones’ brushing time more fun and worry-free.

###

About Mama’s Choice

Mama’s Choice is committed to giving mamas peace of mind and empowering them to make the best choices during their early motherhood journey. We believe that all mamas deserve access to personal care and treatment products that are safe for them and their little ones right from the first trimester. Tested in Singapore and Halal-certified by MUI in Indonesia, our products are thoroughly designed to suit mamas’ and children’s needs and are free from harsh chemicals such as parabens, triclosan, phthalates, alcohol, fluoride, and sodium lauryl sulfate. We hold ourselves to a high standard of testing and transparency for all of our products, which are and always will be naturally safe for mama and baby.

For more information, please visit: https://mamaschoice.id 

Mama’s Choice is owned and operated by The Parentinc, Southeast Asia’s leading mum and baby consumer goods headquartered in Singapore and focused on building content, community, and commerce platforms and products for expectant women, parents, and young children in emerging markets. The Parentinc investors include: Vertex Ventures, Central Group, East Ventures, Fosun International, JD.com, LINE SEA Corp., Mirae Asset, Naver Corporation, and SCB 10X.