Theodent 'chocolate' toothpaste takes home Red Dot International design award

NEW ORLEANS — Emerging biotech company Theodent has received the Red Dot International design award for the innovative product design of its “chocolate toothpaste.”

Theodent's rich brown and copper-colored box and tube — which recently garnered the cover of Tube News magazine — caught the eyes of the international design panel, which scrutinized 6,823 product entries from 43 countries. Theodent's packaging was inspired by the company's proprietary chocolate extract, Rennou, which is the active ingredient in the fluoride-free toothpaste that launched earlier this year in 171 Whole Foods Markets nationwide.

This is the first time that a toothpaste has been awarded the Red Dot for product design and innovative concept.

Theodent executives head to Berlin on Oct. 24 to accept the Red Dot award. Theodent will also celebrate the coveted win at the 2012 Red Dot design awards gala. In addition, Theodent will receive a two-page spread in the Red Dot "International Yearbook of Communication Design 2012/2013" (the official winners exhibition book), and will be prominently featured in the Red Dot museum of international design in Shanghai.

"We are truly humbled and honored that the international jury took note of Theodent's unique tube design and packaging. We spent two years in the product and prototype development phase and that clearly paid off," stated Theodent president and CEO Arman Sadeghpour.

With this award, Theodent joins the industrial design ranks of Apple, Mercedes-Benz, Flos, Audi, Droog, BMW and B&B Italia to name a few.

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