Hey {{first_name}} ,

This week we sat down with Ollie Gallant, Founder at Gutology, the pro-bacterial oral care brand taking on a category that has sold one idea for decades: kill 99.9% of bacteria. With a brighter new look and an Ocado launch in the coming weeks, he tells us why oral care is heading the way of the dairy aisle, how Kind to Biome became the centrepiece of the new pack, and why Gutology Kids is the world's first kids' toothpaste to earn it.

Elsewhere, Baker & Baker buys Scottish free-from specialist Lazy Day Foods and goes to five UK factories, and Pip & Nut is reportedly preparing a sale worth up to £100m, with Intersnack, Mondelēz and Mars the names being mooted as buyers. Plus, in the Noticeboard below, a webinar with Wizz Selvey, ex-Head of Buying at Selfridges, on Tuesday 17 November.

Let's get into it 👇

What's the origin story behind Gutology, and how did your personal experience with dental issues lead you to discover the oral microbiome?

“My journey into oral health began with my own health struggles. After dealing with severe digestive issues and several heavy courses of antibiotics, I noticed a dramatic and unexpected decline in my oral health. For the first time in my life, I was getting frequent cavities, bleeding gums and persistent mouth ulcers.

I didn't connect the dots until I started the Gutology podcast and listened to experts explaining the link between antibiotics, gut health and the mouth's natural ecosystem. Antibiotics don't just affect the bacteria in the gut - they also disrupt the delicate balance of the oral microbiome. That was a complete lightbulb moment.

The oral microbiome is often described as the second-largest in the human body, yet most people overlook it completely. And when you realise almost all oral care is designed to be anti-bacterial, you start to question it.”

How do you explain the shift from anti-bacterial to pro-bacterial oral care to consumers, and why do you compare it to the dairy and yogurt aisle?

“For decades toothpaste has sold one idea: kill 99.9% of bacteria. It sounds sensible until you realise most of the bacteria in your mouth are on your side. They help keep the troublemakers in check.

The dairy aisle is the easiest way to explain where we think this goes. Fifteen years ago kefir and live cultures were niche. Now people pick up a probiotic yoghurt without thinking twice.

Then they walk ten metres to the oral care aisle and we're still talking about killing bacteria. That gap is what we're trying to close. The same logic people already apply to what they eat should apply to how they brush. We believe oral care can go on that same journey.”

What shifts are you seeing in consumer habits when it comes to reading labels and balancing natural ingredients with actual efficacy?

“People have become forensic about labels. Nobody used to turn a toothpaste tube over. Now they do, and when they find foaming detergents in something they put in their mouth twice a day, they think twice.

The bigger change is that natural isn't enough any more. The last generation of natural brands asked you to accept a bit less performance in return for a cleaner label. Today's shopper won't make that trade - they want both.

Full transparency, that's hard to do in toothpaste. It has to pass commercial stability testing, clean properly and stay gentle on the mouth's microbiome. Our kids' paste took a lot of formulations to get there. What helped was our direct-to-consumer community - fast, honest feedback meant we could keep refining the formula and running lab studies, until we got it right.”

You have a big rebrand coming up, a launch in Ocado, and a world-first certification. How do these milestones set Gutology apart?

“We're launching on Ocado in the coming weeks with a new look, and it's the first time most shoppers will see us on a supermarket shelf. The old packaging spoke to people who already knew us. The new design needed to be brighter and bolder, and show the science on the front of the pack.

The centrepiece is Kind to Biome. It's an independent certification that tests whether a product disturbs the microbiome - four phases of lab testing, from purity through to swabs from real mouths. Both our toothpastes are certified, and Gutology Kids is the world's first kids' toothpaste to earn it, scoring 10 out of 10.

The big brands mostly grow the category by putting prices up. We'd rather grow it by giving people a reason to switch. Ocado is the first step in making microbiome-friendly oral care its own section of the aisle.”

Looking ahead, what is next for Gutology, and what are your broader plans for growth in the oral care category?

“Science first. We're continuing our studies this year, pushing the boundaries of what can be done with bacteria in the mouth.

On product, we're building out the range. Gutology Kids took Silver for Best Personal Care at The Grocer New Product Awards this year, which tells us parents want something gentle that still does the job.

And we want to be easier to find. Ocado is the start, and we'd like to be on more shelves from there.

The long game is helping people understand that oral care is bigger than teeth - it's about the whole mouth, and whole-body wellness.”

'Til next week