The world’s first-ever mint to actively reverse the process of tooth decay and erosion, will be available across the United States this month thanks to a deal set be to be worth millions.
Invented by two entrepreneurial dentists from Sussex in 2014, Dr Heff’s Remarkable Mints are scientifically proven to re-mineralise teeth and neutralise the acid and harmful bacteria in plaque that causes tooth decay. It was only after an unlikely collaboration with confectioners – typically a dentist’s worse enemy – that the duo were able to create a great-tasting, sugar-free dental health mint that freshens breath over a long period of time.
Eastbourne-based Dr Heff’s Products Ltd signed an initial £500,000 deal with US buyer Remarkable Imports LLC which is projected to reach a value of £4.56m over the next five years. The contract will see the company’s innovative mints sold in American dental surgeries and direct to consumers via Benco Dental Distributor and Dr Heff’s US website.
The Department for International Trade (DIT) has been supporting the business since it exhibited at ISM Cologne in 2016, where they were the only dentists at one of the biggest confectionery trade shows in the world. More recently DIT supported the company to attend the Summer Fancy Foods Show in New York City where they initially met their new buyer.
Dr Heff’s Products Ltd Co-Founder Dr. Michael Heffernan said: “We always planned to export, as we saw our mints as being a global product with no like-for-like competitor in the market. So, travelling overseas and seeing our brand growing internationally has been very exciting.
“We have had regular meetings with DIT to discuss our progress and future plans, and for an SME this is an invaluable opportunity to analyse where we are and what we need to do next with knowledgeable experts who are looking at our business with an impartial eye.
“I think it is wonderful that at a time when the UK needs to be ambitious about selling its products and innovations abroad, we have access to experts that can help our business find new international customers, and I would encourage other companies to get in touch with DIT to see how they can help.”
Dr Heff’s Products’ mints are already being sold in Raffles and Accor hotels in Germany, Poland and Monaco. The company is currently discussing opportunities with retail chains in Austria, Germany and Switzerland, and the business also has plans to expand into China and Mexico.
Ben Raby, Head of Region – South East at DIT said: “We’re delighted to see Dr Heff’s Products expanding its sales outside of Europe and showcasing what the South East has to offer on the global stage.
“DIT has a network of expert International Trade Advisers on hand to help more companies respond to this demand and navigate the entire exporting process.
“Many businesses have already benefited from the service that we offer, and we aim to inspire many more to explore new markets overseas.”