It is a weekday morning. You are running late for work and locked in a power struggle with your five-year-old over brushing her teeth.

The complaints are familiar: the toothpaste tastes weird and brushing is boring. These seemingly small daily battles are a common struggle for parents trying to get their children to build consistent oral hygiene habits.

Parents, in turn, are discerning shoppers. They want products that are safe, effective, gentle and affordable, yet their little ones are often the hardest to win over.

It is a situation that Mr Raphael Jiang hopes to change for the better. The chief executive officer and co-founder of home-grown family care brand BZU BZU created the DentiBiome oral care series to help children enjoy brushing their teeth.

“We launched DentiBiome because oral health is one of the most overlooked areas of children’s care. Kids say that toothbrushes look boring and they don’t like the chemical taste of many toothpastes,” he says.

“We see this as an opportunity and a challenge to make toothbrushing more fun, engaging and enjoyable.”

DentiBiome toothpastes are made with safer, more pleasant food-grade flavourings like grape, strawberry or melon. The toothpaste tubes are designed for two specific age groups – two- to six-year-olds and seven to 12 – with fluoride levels tailored to their needs. It also comes in larger pump bottles, which offer more value and are suitable for children aged two to 12. The toothbrushes feature non-slip ergonomic handles to fit comfortably in small hands, with versions designed to support children at different ages with changing needs.

Adds Mr Jiang: “It’s about building healthy habits early, in the most natural and safest way possible.”

To make its oral care products even more appealing, BZU BZU recently collaborated with Disney to introduce well-loved characters on its DentiBiome packaging.