A new startup is shaking up the traditional toothpick market with a unique twist: flavored toothpicks that are not just functional but also trendy. The Berlin-based company, Pick'em, made headlines recently after their appearance on the popular investment show "Die Höhle der Löwen" (The Lion's Den), where they pitched their innovative product to a panel of investors.
Founded by Joel Enayat, Maximilian Schröpfer, and Niklas Terrahe, all in their mid-20s, Pick'em has quickly gained attention for its flavored toothpicks that come in a variety of tastes, including Macho Mint, Mango Madness, Cocky Cola, Sassy Strawberry, Pleasing Peach, and Wild Watermelon. The idea for the product originated in their student apartment, where the founders experimented with flavors and formulations like hobby chemists.
"Our vision was clear: make toothpicks the next big thing—and this is just the beginning," said Folkert Bowler, another co-founder who appeared on the show dressed humorously as a toothpick. During their pitch, they showcased their product's appeal, emphasizing that these toothpicks are designed for chewing and sucking, offering a flavor experience rather than merely serving a practical purpose.
Judith Williams, one of the investors on the show, was particularly taken with the toothpicks, noting their potential as a lifestyle product. She humorously mentioned needing a toothpick herself, as she had something stuck between her teeth. "This is not just a toothpick; it's something to chew on and enjoy," she remarked, highlighting the product's unique position in the market.
The founders boasted impressive social media statistics, claiming over 250 million views on TikTok and a following of more than one million across various platforms. Their marketing strategy has been notably low-cost, relying heavily on viral videos featuring celebrities like US rapper Macklemore and British talk show host James Corden trying their flavored sticks.
During the episode, the trio sought an investment of 200,000 euros for 15 percent of their company. However, the negotiations became heated as multiple investors expressed interest. Ultimately, a trio composed of Carsten Maschmeyer, Judith Williams, and Tillman Schulz offered 200,000 euros for a 17.5 percent stake in Pick'em. After some back-and-forth, the deal was finalized, with the founders excited about the potential for growth.
Since their appearance on the show, the founders have reported significant growth, claiming that they now generate monthly revenue that is multiple times what they earned in an entire year prior to their pitch. This surge in sales has been attributed to both the exposure from the show and their existing popularity on social media.
Pick'em has primarily focused on the US and UK markets, where they see the greatest potential for their lifestyle product. Their goal is to expand into the German retail market, leveraging the investment from their new partners. "We want to create a hype around flavored toothpicks and make them a cool accessory for young people," Terrahe explained, emphasizing their ambition to elevate the humble toothpick into a trendy item.
In addition to its flavor offerings, Pick'em's toothpicks are marketed as a sugar-free alternative to gum or mints, catering to health-conscious consumers. The toothpicks are made from sustainably sourced wood, aligning with the growing trend of eco-friendly products.
As the founders continue to innovate and expand their brand, they remain grounded, understanding that social media success is just one part of building a lasting business. "It takes more than just views to make a product successful," Terrahe noted, reflecting on the challenges ahead.
With their recent investment and a clear vision for the future, Pick'em is poised to redefine the way consumers think about toothpicks. Their journey from a college project to a trending product underscores the power of creativity and social media in today's marketplace. As they continue to roll out their flavored toothpicks, consumers will be watching closely to see if they can indeed turn this centuries-old product into the next big lifestyle trend.
