{"id":24399,"date":"2026-10-21T07:32:06","date_gmt":"2026-10-21T07:32:06","guid":{"rendered":"https:\/\/chooseteethcare.com\/our-story-2\/"},"modified":"2026-10-21T08:28:25","modified_gmt":"2026-10-21T08:28:25","slug":"our-story-v2","status":"publish","type":"page","link":"https:\/\/chooseteethcare.com\/en\/our-story-v2\/","title":{"rendered":"Our Story"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"24399\" class=\"elementor elementor-24399 elementor-18720\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ea96337 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ea96337\" data-element_type=\"section\" id=\"jumbotron-section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2cbd7e6\" data-id=\"2cbd7e6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6dedd2b elementor-widget elementor-widget-html\" data-id=\"6dedd2b\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<!-- CHOOSE! Our Story English Elementor, SEO title: Our Story | CHOOSE! Toothpaste Tablets Without the Tube | Suggested meta: Meet CHOOSE! founders Pim and Nick. Discover our toothpaste tablet story, our mission to reduce plastic tubes and our partnership with Ontplooj in the Netherlands. | Confirm 1.5m impact estimate prior to publishing. -->\r\n<!--\r\n  CHOOSE! Ons verhaal 2026. 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With fluoride for everyday cavity protection, without the plastic toothpaste tube you throw away.<\/p>\r\n<\/div>\r\n<\/section>\r\n<section class=\"cs26-section\" id=\"cs26-begin\">\r\n<div class=\"cs26-wrap cs26-intro\">\r\n<div class=\"cs26-photo-frame\">\r\n<img loading=\"lazy\" alt=\"CHOOSE! founders Pim and Nick sharing the impact behind their brand\" decoding=\"async\" height=\"1080\" loading=\"lazy\" src=\"https:\/\/chooseteethcare.com\/wp-content\/uploads\/2022\/07\/6.-Facts.jpg\" width=\"1080\"\/>\r\n<span class=\"cs26-photo-tag\">No squeezing. Just chewing.<\/span>\r\n<\/div>\r\n<div class=\"cs26-story-copy\">\r\n<p class=\"cs26-kicker\">HOW IT ALL BEGAN<\/p>\r\n<h2>One Trip. One Idea. A Better Way to Brush.<\/h2>\r\n<p>In 2020, while living in Bali, Pim saw plastic waste washing up on the beaches. He also saw how easily something as essential as good oral care can be taken for granted.<\/p>\r\n<p>Then he discovered toothpaste tablets. Suddenly, a daily essential could be simpler to use, refreshingly different and packaged without a conventional toothpaste tube.<\/p>\r\n<p>After plenty of testing and development, Nick joined him. Together they built CHOOSE!. The first orders were packed by hand in the shed at Pim\u2019s parents\u2019 home.<\/p>\r\n<blockquote class=\"cs26-quote\">\u201cWe didn\u2019t want a greener alternative that felt like a compromise. We wanted great toothpaste. Just without the tube.\u201d<\/blockquote>\r\n<\/div>\r\n<\/div>\r\n<\/section>\r\n<section aria-labelledby=\"cs26-timeline-title\" class=\"cs26-section cs26-timeline cs26-full\">\r\n<div class=\"cs26-wrap\">\r\n<div class=\"cs26-timeline-head\"><p class=\"cs26-kicker\">FROM IDEA TO IMPACT<\/p><h2 id=\"cs26-timeline-title\">Small Beginnings. Growing Together.<\/h2><p class=\"cs26-lead cs26-muted\">The journey has not always been straightforward. But our goal has stayed the same: great oral care with less unnecessary plastic.<\/p><\/div>\r\n<div class=\"cs26-timeline-grid\">\r\n<article class=\"cs26-moment\"><span class=\"cs26-year\">2020<\/span><h3>Seeing the Problem<\/h3><p>Plastic pollution inspired us to rethink everyday essentials.<\/p><\/article>\r\n<article class=\"cs26-moment\"><span class=\"cs26-year\">2020<\/span><h3>CHOOSE! Was Born<\/h3><p>Our first formula was developed and tested with a focus on freshness, ease of use and oral care.<\/p><\/article>\r\n<article class=\"cs26-moment\"><span class=\"cs26-year\">THE FIRST ORDERS<\/span><h3>From the Family Shed<\/h3><p>Pim and Nick packed and shipped early orders themselves from Pim\u2019s parents\u2019 shed.<\/p><\/article>\r\n<article class=\"cs26-moment\"><span class=\"cs26-year\">SINCE 2022<\/span><h3>Packed with Purpose<\/h3><p>Our products are packed with care at Ontplooj, a social employment initiative in Almelo, the Netherlands.<\/p><\/article>\r\n<article class=\"cs26-moment\"><span class=\"cs26-year\">SINCE 2024<\/span><h3>Growing Partnerships<\/h3><p>Working with partners including Schiphol Airport Retail, Corendon, 25hours Hotels, Luxair and Selecta.<\/p><\/article>\r\n<\/div>\r\n<div aria-label=\"CHOOSE! B2B partners\" class=\"cs26-partners\">\r\n<p class=\"cs26-partner-label\">TRUSTED BY OUR PARTNERS<\/p>\r\n<div class=\"cs26-logo-shell\"><div aria-roledescription=\"carousel\" class=\"cs26-logo-carousel\"><div class=\"cs26-logo-track\">\r\n<div class=\"cs26-logo-slide\"><img alt=\"Schiphol Airport Retail\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/chooseteethcare.com\/wp-content\/uploads\/2025\/10\/Schiphol-Airport-Retail.png\"\/><\/div>\r\n<div class=\"cs26-logo-slide\"><img alt=\"Selecta\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/chooseteethcare.com\/wp-content\/uploads\/2025\/10\/Selecta.png\"\/><\/div>\r\n<div class=\"cs26-logo-slide\"><img alt=\"Corendon\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/chooseteethcare.com\/wp-content\/uploads\/2025\/10\/Corendon.png\"\/><\/div>\r\n<div class=\"cs26-logo-slide\"><img alt=\"Luxair\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/chooseteethcare.com\/wp-content\/uploads\/2025\/10\/Luxairlines.png\"\/><\/div>\r\n<div class=\"cs26-logo-slide\"><img alt=\"voco The Hague\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/chooseteethcare.com\/wp-content\/uploads\/2025\/10\/Voco-The-Hague.png\"\/><\/div>\r\n<div class=\"cs26-logo-slide\"><img alt=\"25hours Hotels\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/chooseteethcare.com\/wp-content\/uploads\/2025\/10\/25hours-hotels.png\"\/><\/div>\r\n<\/div><\/div><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/section>\r\n<section aria-labelledby=\"cs26-different-title\" class=\"cs26-section\">\r\n<div class=\"cs26-wrap cs26-proof\">\r\n<div><p class=\"cs26-kicker\">WHAT MAKES US DIFFERENT<\/p><h2 id=\"cs26-different-title\">Good Toothpaste. Without the Tube.<\/h2><p class=\"cs26-lead cs26-muted\">A more thoughtful brushing routine should still feel great. That\u2019s why we put fresh breath, clean teeth and everyday protection first.<\/p><div class=\"cs26-actions\"><a class=\"cs26-btn\" href=\"https:\/\/chooseteethcare.com\/en\/shop\/\">Shop Our Toothpaste Tablets<\/a><\/div><\/div>\r\n<div class=\"cs26-card-grid\">\r\n<article class=\"cs26-card\"><div class=\"cs26-icon\">\u2713<\/div><h3>Everyday Protection<\/h3><p>Made with 1,450 ppm fluoride to help protect against cavities. Developed with dental care specialists.<\/p><\/article>\r\n<article class=\"cs26-card\"><div class=\"cs26-icon\">\u25cb<\/div><h3>No Plastic Toothpaste Tube<\/h3><p>One compact tablet per brushing. Easy to use at home and on the go.<\/p><\/article>\r\n<article class=\"cs26-card\"><div class=\"cs26-icon\">\u2665<\/div><h3>Socially packed<\/h3><p>Our packs are prepared with care at Ontplooj in Almelo, the Netherlands.<\/p><\/article>\r\n<\/div>\r\n<\/div>\r\n<\/section>\r\n<section class=\"cs26-section\">\r\n<div class=\"cs26-wrap\"><div class=\"cs26-impact\" data-counter-section=\"\"><p class=\"cs26-kicker\">OUR IMPACT<\/p><h2>Every Brush Makes a Difference.<\/h2><div class=\"cs26-counter-row\"><strong class=\"cs26-counter\" data-target=\"1500000\">0<\/strong><span class=\"cs26-counter-label\">plastic tubes avoided<\/span><\/div><p>What began in a family shed has grown into a community choosing less plastic in everyday oral care.<\/p><p class=\"cs26-impact-note\">Impact figures are estimates based on our methodology. Confirm the current figure and calculation before publishing.<\/p><\/div><\/div>\r\n<\/section>\r\n<section aria-labelledby=\"cs26-workshop-title\" class=\"cs26-section cs26-workshop cs26-full\">\r\n<div class=\"cs26-wrap cs26-workshop-grid\">\r\n<div class=\"cs26-workshop-copy\">\r\n<p class=\"cs26-kicker\">MORE THAN LESS PLASTIC<\/p>\r\n<h2 id=\"cs26-workshop-title\">Socially Packed at Ontplooj in Almelo.<\/h2>\r\n<p>CHOOSE! is not just about what goes into the pack. It is also about the people who help make it happen.<\/p>\r\n<p>What began with Pim and Nick packing orders themselves grew into a partnership with Ontplooj. At this social workplace in Almelo, our packs are carefully prepared by people who are part of the CHOOSE! story.<\/p>\r\n<p>Together, we aim for less plastic and more opportunities for people to take part.<\/p>\r\n<div aria-label=\"How we work with Ontplooj\" class=\"cs26-workshop-proof\"><span>Socially packed<\/span><span>In Almelo<\/span><span>Packed with Care<\/span><\/div>\r\n<\/div>\r\n<div aria-label=\"Illustration of a CHOOSE! pack prepared at Ontplooj\" class=\"cs26-packing\">\r\n<span class=\"cs26-packing-badge\">Packed with Care<\/span><span class=\"cs26-packing-dot one\"><\/span><span class=\"cs26-packing-dot two\"><\/span>\r\n<div class=\"cs26-box\"><div class=\"cs26-box-label\"><strong>CHOOSE!<\/strong><span>Packed at Ontplooj \u00b7 Almelo<\/span><\/div><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/section>\r\n<div aria-hidden=\"true\" class=\"cs26-wave cs26-full\"><svg preserveaspectratio=\"none\" viewbox=\"0 0 1440 62\"><path d=\"M0 30 C200 -5 350 70 580 31 S1010 -2 1440 36 V62 H0 Z\" fill=\"#e9fffc\"><\/path><path d=\"M0 24 C200 -11 350 64 580 25 S1010 -8 1440 30\" fill=\"none\" stroke=\"#13211d\" stroke-width=\"2\"><\/path><\/svg><\/div>\r\n<section aria-labelledby=\"cs26-product-title\" class=\"cs26-section cs26-product cs26-full\">\r\n<div class=\"cs26-wrap cs26-product-grid\">\r\n<div class=\"cs26-product-media\"><img loading=\"lazy\" decoding=\"async\" alt=\"CHOOSE! toothpaste tablets and bamboo storage jar\" height=\"1080\" loading=\"lazy\" src=\"https:\/\/chooseteethcare.com\/wp-content\/uploads\/2026\/08\/Homepage-Poetsinstructie.jpg\" width=\"1080\"\/><\/div>\r\n<div><p class=\"cs26-kicker\">HOW TO USE TOOTHPASTE TABLETS<\/p><h2 id=\"cs26-product-title\">Chew. Brush. Smile.<\/h2><p class=\"cs26-lead cs26-muted\">Three simple steps: chew one toothpaste tablet, brush with a damp toothbrush and rinse. Fresh breath and clean teeth, without changing your whole routine.<\/p><ul class=\"cs26-benefits\"><li>1,450 ppm fluoride<\/li><li>Vegan and SLS-free<\/li><li>Made without microplastics<\/li><li>Liquid-free and easy to travel with<\/li><\/ul><div class=\"cs26-actions\"><a class=\"cs26-btn\" href=\"https:\/\/chooseteethcare.com\/en\/shop\/\">Discover Toothpaste Tablets<\/a><\/div><\/div>\r\n<\/div>\r\n<\/section>\r\n<section aria-labelledby=\"cs26-video-title\" class=\"cs26-section cs26-video cs26-full\">\r\n<div class=\"cs26-wrap\">\r\n<div class=\"cs26-video-head\">\r\n<p class=\"cs26-kicker\">MEET CHOOSE!<\/p>\r\n<h2 id=\"cs26-video-title\">Who We Are. What We Believe. What Comes Next.<\/h2>\r\n<p class=\"cs26-lead cs26-muted\">Hear Pim and Nick share why they started CHOOSE!, the choices behind the brand and their vision for a world with less unnecessary plastic.<\/p>\r\n<\/div>\r\n<div class=\"cs26-video-card\" data-video-id=\"io63fczNOBU\">\r\n<button aria-label=\"Play the CHOOSE! introduction video\" class=\"cs26-video-facade\" type=\"button\">\r\n<img loading=\"lazy\" alt=\"Pim and Nick explain the story and mission of CHOOSE!\" decoding=\"async\" height=\"720\" loading=\"lazy\" src=\"https:\/\/i.ytimg.com\/vi\/io63fczNOBU\/maxresdefault.jpg\" width=\"1280\"\/>\r\n<span aria-hidden=\"true\" class=\"cs26-play\"><\/span>\r\n<\/button>\r\n<div class=\"cs26-video-caption\"><strong>The CHOOSE! Story and What Comes Next<\/strong><span>Watch on YouTube<\/span><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/section>\r\n<section aria-labelledby=\"cs26-b2b-title\" class=\"cs26-section cs26-b2b cs26-full\">\r\n<div class=\"cs26-wrap cs26-b2b-grid\">\r\n<div class=\"cs26-b2b-copy\">\r\n<p class=\"cs26-kicker\">BETTER TOGETHER<\/p>\r\n<h2 id=\"cs26-b2b-title\">From Hotel Rooms to Airport Shelves.<\/h2>\r\n<p>We work with businesses that want to offer guests something useful and refreshing, while reducing unnecessary single-use plastics.<\/p>\r\n<p>From hotels and airlines to travel retail and wellness, we supply practical oral-care essentials. Custom packaging and private-label options are also available.<\/p>\r\n<div class=\"cs26-actions\"><a class=\"cs26-btn\" href=\"https:\/\/chooseyourneeds.com\/\">Explore Our B2B Range<\/a><\/div>\r\n<\/div>\r\n<div aria-label=\"CHOOSE! B2B services\" class=\"cs26-b2b-panel\">\r\n<article class=\"cs26-b2b-item\"><span class=\"cs26-b2b-number\">01<\/span><h3>Hotels &amp; Wellness<\/h3><p>Thoughtful guest amenities for a welcoming stay.<\/p><\/article>\r\n<article class=\"cs26-b2b-item\"><span class=\"cs26-b2b-number\">02<\/span><h3>Aviation &amp; Travel<\/h3><p>Compact, liquid-free essentials for life on the move.<\/p><\/article>\r\n<article class=\"cs26-b2b-item\"><span class=\"cs26-b2b-number\">03<\/span><h3>Retail &amp; Healthcare<\/h3><p>Practical oral-care products people want to use.<\/p><\/article>\r\n<article class=\"cs26-b2b-item\"><span class=\"cs26-b2b-number\">04<\/span><h3>Custom Solutions<\/h3><p>From packaging to product selection, tailored to your brand and guests.<\/p><\/article>\r\n<\/div>\r\n<\/div>\r\n<\/section>\r\n<section class=\"cs26-section\">\r\n<div class=\"cs26-wrap\"><div class=\"cs26-final\"><p class=\"cs26-kicker\">READY TO MAKE THE SWITCH?<\/p><h2>Fresh Breath. Clean Teeth. Less Plastic. More Positive Impact.<\/h2><p>Every brushing routine starts with a choice. Find the CHOOSE! toothpaste tablets that fit yours.<\/p><div class=\"cs26-actions\"><a class=\"cs26-btn\" href=\"https:\/\/chooseteethcare.com\/en\/shop\/\">Shop Toothpaste Tablets<\/a><\/div><\/div><\/div>\r\n<\/section>\r\n<aside aria-label=\"Quick access to the shop\" class=\"cs26-sticky\"><div class=\"cs26-sticky-copy\">Fresh breath. Clean teeth.<strong>Less plastic.<\/strong><\/div><a class=\"cs26-btn\" href=\"https:\/\/chooseteethcare.com\/en\/shop\/\">Shop Now<\/a><\/aside>\r\n<script>\r\n    (function(){\r\n      var root=document.getElementById('choose-story-2026');if(!root)return;\r\n      var carousel=root.querySelector('.cs26-logo-carousel'),logoTrack=carousel&&carousel.querySelector('.cs26-logo-track'),logoPaused=false,logoBusy=false,reduceMotion=window.matchMedia&&window.matchMedia('(prefers-reduced-motion: reduce)').matches;\r\n      if(carousel&&logoTrack&&!reduceMotion){var rotateLogo=function(){if(logoPaused||logoBusy||document.hidden)return;var first=logoTrack.firstElementChild;if(!first)return;logoBusy=true;logoTrack.style.transform='translate3d(-'+first.getBoundingClientRect().width+'px,0,0)';window.setTimeout(function(){logoTrack.style.transition='none';logoTrack.appendChild(first);logoTrack.style.transform='translate3d(0,0,0)';logoTrack.offsetHeight;logoTrack.style.transition='';logoBusy=false},620)};window.setInterval(rotateLogo,3800);carousel.addEventListener('mouseenter',function(){logoPaused=true});carousel.addEventListener('mouseleave',function(){logoPaused=false});carousel.addEventListener('focusin',function(){logoPaused=true});carousel.addEventListener('focusout',function(){logoPaused=false})}\r\n      var videoCard=root.querySelector('[data-video-id]'),videoButton=videoCard&&videoCard.querySelector('.cs26-video-facade');if(videoCard&&videoButton){videoButton.addEventListener('click',function(){var id=videoCard.getAttribute('data-video-id'),frame=document.createElement('iframe');frame.className='cs26-video-frame';frame.src='https:\/\/www.youtube-nocookie.com\/embed\/'+encodeURIComponent(id)+'?autoplay=1&rel=0';frame.title='The CHOOSE! 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From Plastic Pollution to Toothpaste Without the Tube. Pim and Nick started CHOOSE! with a simple idea: make great toothpaste without the unnecessary plastic tube. Fresh breath Clean teeth Less plastic Socially packed Shop Toothpaste Tablets Pim + Nick \u00b7 opgericht in 2020 &nbsp; Good toothpaste doesn\u2019t need a plastic tube.So &hellip; <a href=\"https:\/\/chooseteethcare.com\/en\/our-story-v2\/\">Continued<\/a><\/p>\n","protected":false},"author":2668,"featured_media":18845,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_canvas","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-24399","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Our Story | CHOOSE!\u2122 Toothpaste Tablets &amp; Our Mission<\/title>\n<meta name=\"description\" content=\"Meet CHOOSE! founders Pim and Nick. 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