Oral care start-up Ordo challenges big brands with modern merchandising in Sainsbury’s


UK challenger brand Ordo is continuing its bid to disrupt the oral care sector, having launched this July into Sainsbury’s with a point-of-display that’s looking to bring more beauty to the dental aisle, grouping its range alongside a sleek out-of-box unit.

Ordo’s listing with Sainsbury’s covers more than 380 stores and is part of the supermarket’s Future Brands program. 5 SKUs are available in total, with Ordo’s EDLP priced Sonic+ Electric Toothbrush taking centre stage, in a choice of two colours. Rounding off the range are the Sonic+ Brush Heads – 4 Pack, also available in two colours, and Complete Care Toothpaste – 80ml.

Ordo has been designated prime shelf space shoulder to shoulder with market leaders, which it has used to design two versions of its minimalistic POD – the most prominent of which has been implemented in Sainsbury’s flagship stores.

The forward-thinking fixture takes its design cues from the personal tech sector, balancing a show of aesthetics with information on efficacy. A clear acrylic box above the out-of-box toothbrush allows additional store light to illuminate the brush in its charging base.

Another distinction is the merchandising of the toothpaste with the toothbrushes and brush heads – an unconventional move for UK supermarkets. The grouping together of Ordo’s range “marks the first step in building a one stop shop for oral care,” the UK brand said.

Barty Walsh, co-founder of Ordo said: “We wanted to make a bold statement with our Sainsbury’s launch. It’s another strong step forward on our mission to bring fair pricing and exceptional products to the oral care category.”

“The Sainsbury’s Future Brands program has proven a real trailblazer in bringing distinctive and innovative brands to customers across the UK, so it made perfect sense for us to partner with them for our debut into UK supermarkets,” Walsh added.

The boost in Ordo’s retail presence comes less than a year after the UK start-up landed in Boots – marking its first major move into retail after establishing itself as a direct-to-consumer business in 2018.