British oral care brand Waken is entering the Christmas gifting market for the first time, with two products launching in around 180 Sainsbury's stores from September. It marks the brand's first move beyond the traditional oral care aisle.
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The Whitening Toothpaste Cracker packs a full-size Waken whitening toothpaste into a Christmas cracker as a stocking filler built to be used well past Christmas Day (RRP £8), while the Sonic Smile Washbag, the brand's first complete gift set, pairs a sonic toothbrush with full-size and travel toothpaste and mouthwash (RRP £40). Both are assembled in the UK.
The range is backed by a campaign featuring Rylan Clark, who has been an investor and creative director at Waken since January 2025. "Waken has always been about making oral care less boring, so I love the idea of taking it into Christmas gifting," he said.
The launch comes as Waken grows ahead of the wider category, having sold more than 5.6 million products across 1,350 stores, with retail sales up 45% year on year.
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