Fresmy toothpaste and mouthwash tablets are now sold in 14 countries. Its latest export market is Spain, where Carrefour, one of the world’s largest retail chains, has added Fresmy products to its range as part of a pilot project.
The company has also secured a partnership with El Corte Inglés, Spain’s largest and oldest department store chain. The first shipment is expected to arrive by mid-August. Negotiations are also under way with partners in several new target countries, and the company hopes to launch sales in several additional markets over the coming months.
Toothpaste tablets are becoming increasingly popular worldwide as consumers seek more convenient and environmentally friendly alternatives to conventional oral care products. Fresmy believes this trend has created excellent opportunities for the Estonian company to expand internationally.
Marko Kurg, Fresmy’s CEO and Head of Sales, emphasises the importance of keeping all product development in Estonia.
“Although we manufacture our toothpaste tablets in cooperation with a partner factory, all product development decisions are made here in Estonia. We are constantly improving both our product formulations and packaging to preserve the products’ best qualities while reducing their environmental footprint as much as possible. Our goal is always to find the best balance between quality, convenience and environmental impact,” says Marko Kurg.
In addition to Estonia, Fresmy’s toothpaste and mouthwash tablets are currently available in 13 other countries, the largest markets being Poland, the Czech Republic, Hungary and Greece. Spain is the most recent addition, but the company is already preparing for further expansion.
“We are currently seeing interest grow very rapidly. As an Estonian company, it is a great pleasure to bring products developed here into people’s bathrooms around the world. Spain is an important next step for us, but certainly not the last. We are already negotiating with representatives in several new target countries and hope to announce new markets and partnerships soon,” says Marko Kurg.
Fresmy’s goal is not merely to enter new markets, but also to build an internationally recognised Estonian oral care brand.
“In a relatively short period, the company’s products have already received recognition both in Estonia and internationally. Last year, our toothpaste tablets for children won the top prize in the Green & Organic category at Cosmoprof, the world’s largest beauty industry trade show. Although such recognition confirms that we are moving in the right direction, what delights us most is the feedback we receive from parents. We have heard many stories about how brushing teeth has become easier at home—and even an eagerly anticipated part of the day. Creating this kind of modern oral care for the whole family has been our goal from the very beginning,” says Marko Kurg.