Let's Talk Australian Oral Care with Australian Brand Grants of Australia
Jun 9, 2021 Marketing Foodie - ACP
Grants of Australia Oral Care
Established in 1984, Grants of Australia is an Australian-made and owned company dedicated to producing the highest quality natural products that everybody can afford.
Grants toothpaste is gluten-free, certified vegan and never, ever tested on animals. Every product is free from toxic chemicals such as preservatives, SLS, parabens, mineral oil, titanium dioxide and dyes, and packed with effective natural ingredients that are great tasting to boot.
According to recent Neilsen Data, as of 2021 Grants of Australia is the number one selling natural toothpaste brand in the country. They’ve also beaten a host of mainstream toothpaste rivals to come out on top in Canstar Blue’s annual toothpaste review for the second year running - Grants has earned the most satisfied customers of any toothpaste brand, in both 2020 and 2021.
How the Grants Story Began
What do you do when you can’t find a healthy, pleasant tasting, all natural toothpaste, suitable for the whole family? You make your own. That’s exactly what Michael and Michelle Aronson did over 30 years ago when they were looking for a great tasting family friendly toothpaste that was free from SLS, parabens, preservatives and also fluoride free.
With no natural toothpastes on the market that tasted great, were family friendly and free from SLS, parabens, preservatives and also fluoride-free, they set out to make their own. The name ‘Grants’ comes from the street in which they lived at the time. Their daughter Tammy has since joined them and together they are committed to producing affordable, natural products for the next generation of health conscious families.
The Grants Australia Philosophy
Grants is the original Australian all natural oral care brand. Clean and protect your teeth naturally and safely with the confidence that Grants is good for you and your family.
Our range of all natural oral care products taste great and are ideal for all your family. Since 1984, we’ve provided a natural way for you to fight plaque, prevent cavities and freshen your breath.
From our family to yours, we’re proud to provide you with great tasting healthy and effective oral care products.
From modest beginnings with one variety of toothpaste in several health stores in Melbourne, Grants toothpaste spread to nearly every health store in Australia and by the early 1990’s it was stocked in major supermarkets right across the country. The oral care range now includes 10 toothpaste flavours: Mild Mint, Fresh Mint, Cinnamon, Xylitol, Propolis, Whitening, Sensitive, Fresh Mint with Fluoride, Kids Blueberry Burst and Kids Strawberry Surprise, along with our Xylitol Natural Mouthwash and a choice of 4 bamboo toothbrushes.
Our Liquid Chlorophyll leads the market in its category and has been trusted by health conscious families for decades.
Export demand has grown steadily in line with increasing desire for natural and Australian made products and markets now include USA, China, Canada, Turkey, New Zealand, South Korea, Malaysia, Hong Kong, Thailand, New Caledonia and Singapore.
The Grants History Timeline
- 1983 Mike & Michelle realised there was a need for a pleasant tasting toothpaste free from SLS, parabens, preservatives, sugar and fluoride-free – preferably made in Australia.
- 1984 Mike & Michelle decided to try making their own & Grants Toothpaste was born.
- 1984 A local distributor sold Grants Toothpaste (originally called Grants Mineral & Herbal) into Safeway. Mike contacted a number of health food distributors around Australia, and started to wholesale the toothpaste for sale into health food stores.
- 1988 Mike obtained formula for a chlorophyll liquid from a health food manufacturer who had decided to discontinue its production. He adjusted the taste and started production using the same local manufacturer as the toothpaste.
- 1990 Development & production of Grants Extra Fresh Toothpaste
- 1992 Mike secured a position for Grants Herbal & Mineral Toothpaste in Coles health food section
- 1995 Development & production of Grants Vitamin B Liquid & Grants Crystal Deodorant
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