These M’sian dentists’ way of promoting oral health is by starting a… candy brand?

As dentists with their own practice, Dr Hadi and Dr Amira have seen a lot of teeth and dealt with plenty of oral health concerns. 

However, seven years into their practice, they began realising something curious—they saw patients with spotless oral hygiene still getting cavities, while others with less-than-perfect habits sometimes had healthy teeth. 

Hailing from Bangi and Melaka respectively, the two are a couple who first met as classmates at Alexandria University in Egypt. 

“Some people are just more prone to cavities than others but why? We have patients coming in frustrated that they’ve done everything their dentist advises but still get cavities,” Dr Amira mused. 

They knew that telling patients to just “brush more” or “floss more” isn’t the answer. They saw a clear gap in the market for a better solution, and felt a genuine calling to change the way people approach oral care. 

That observation led the couple behind Dental Duo Clinic to start a new brand by the name of Rechew. 

Relooking at oral care

Knowledge is power, which is why the two’s journey with Rechew began with research. Lots of it. 

As dentists, they were already aware of something called xylitol. But interestingly, xylitol products are relatively rare in Malaysia. In fact, many local dentists are unaware of its benefits even though Europe has been using xylitol for oral care since the 70s.

Essentially, xylitol is a natural sugar alcohol often used as a sweetener. Unlike regular sugar (sucrose), though, it’s actually good for your teeth. 

Explaining the ingredient, Dr Amira explained, “Xylitol selectively targets the bad bacteria that’s responsible for various sorts of problems in the mouth, reduces plaque build-up, and stimulates saliva production which helps hydrate dry mouth, reduce bad breath, and repair and protect the enamel.” 

But if it’s so good, why aren’t more products incorporating it?

The answer is money, of course. Compared to other sweeteners, xylitol fetches a higher price. As such, many products only include a small percentage of xylitol to lower the cost, but still mention the ingredient in their marketing materials to attract attention. 

Dr Amira clarified that with these products, you may not get enough xylitol to improve your oral health. 

“For reference, research suggests 6g to 8g of xylitol daily, spread throughout the day. As for safety, xylitol is generally safe for most people when consumed in normal amounts,” they said 

In very high doses, however, it can cause some digestive discomfort like bloating or a laxative effect. 

“And one important note, it’s toxic to dogs so those with dogs need to make sure to keep it away,” Dr Amira reminded. 

In search of the best product

Empowered by their combined expertise and passion for oral care, Dr Amira and Dr Hadi decided to take the plunge and create their own xylitol chewables. 

“It wasn’t just about launching a product, it was about offering a smarter, more effective way to support dental health,” they said. “We were up for the challenge because we saw an opportunity to bridge the gap between routine care, and real, lasting oral health.”

Essentially, Rechew isn’t just a mint brand—it’s their answer to a better approach to oral care. 

In the beginning, they collaborated with local pharmaceutical labs and confectionery manufacturers to create their products. However, the early prototypes fell short on taste, texture, and overall appeal.  

Because of that, they decided to team up with a pharmaceutical lab in China to produce their xylitol pastilles. 

With the lab’s state-of-the-art facilities and expertise, they were able to create their ideal pastilles in around five months.

While Rechew does have an exclusive contract with their manufacturer, it’s nearly impossible to completely stop others from trying to replicate their product. 

Thus, Rechew is focusing on building a solid brand identity that’s hard to beat. 

“We’re always researching and studying new research papers to stay at the forefront of oral care science,” they added. “With our dental expertise and commitment, we’re well-prepared to stay competitive and relevant.”

Not just a candy alternative

Rechew’s xylitol is designed for pretty much anyone who cares about their oral health, but particularly for those who are cavity-prone. 

The dentists also want to target concerned parents. “Our products are not chewing gums, they’re pastilles, hard candy-like thus, safe and effective for kids as young as 2 years old.” 

“The reception has been incredible,” Dr Amira shared. “It truly exceeded our expectations. We were surprised to see that many Malaysians already know a little about xylitol and its benefits in oral health, which helped us gain traction quickly.”

Fighting for oral health

As full-time dentists, it seems challenging to have to manage a retail brand on the side, too. 

But Dr Amira and Dr Hadi see the business as a natural extension of their passion for preventive oral health. “Our clinical work informs our decisions, and we set aside dedicated time to nurture the brand.”

Dr Amira elaborated, “At the end of the day, both our dental practice and Rechew share the same mission: to help people achieve healthier, happier smiles.”

Right now, the team is focused on getting Rechew onto drugstore shelves nationwide. 

From there, the dental duo aims to extend their reach into neighbouring countries, bringing better oral care solutions to more people. 

Featured Image Credit: Rechew