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CPGHealthcareInnovation of the WeekStartupsDecember 24, 20210Innovation of the Week – December 24, 2021

Better & Better – CPG 

What it is: 

Better & Better offers clean, USDA Certified Organic toothpaste infused with vitamins B12 and D3.  It is packaged in a toothpaste pouch that use 45% less plastic and can be dispensed from a reusable dispenser system. 

Who Made It? 

The brand launched in 2020 and was co-founded Vladimir Vukicevic and Jerry Hu.  In 2014, the pair launched Meural, a digital photo frame company purchased by Netgear in 2018.  Prior to Meural, Vukicevic co-founded RocketHub, a crowdfunding platform that helps entrepreneurs, artists, and scientists raise capital, which was acquired in 2015 by eFactor.  Hu previously was at FreshDirect developing its private-label brand program. 

Funding status: 

Better & Better raised $1.25M of pre-seed funding from Azure Capital Partners and other undisclosed investors in October 2019. 

Why we like it: 

  • Experienced entrepreneurs  
  • Touches key macro trend – sustainability  
  • Consumers love products that “double up” – in this case getting vitamins from a product they already use – toothpaste 
  • Colgate acquired Hello Products in 2020, so we know our corporate clients have an eye on disruptive startups hoping to shake up the category 

Did you know?  

This product is EWG Verified.  Products with this certification are guaranteed to be free-from Environmental Working Group’s (EWG) chemicals of concern (meaning ingredients with health, ecotoxicity, and/or contamination concerns) and must provide full ingredient transparency and use good manufacturing processes.  Fewer than 2,000 products have received this certification. 


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