This week on the EU-Startups Podcast, we sat down with Niklas Terrahe, CEO and Co-founder of Pick’em! A D2C brand reinventing one of the most unsexy products on the market: the toothpick!
Founded in 2023, it all started as a student project. Now it’s chewing gum’s worst nightmare. With millions of views on TikTok, shoutouts from influencers like Ryan Reynolds, and a toothpick that literally went to space, Pick’em is one of the fastest-growing Gen Z-led brands, flipping the script on chewing gum and building a social-first movement around flavoured toothpicks. Yes, toothpicks. And it’s working.
But here’s the kicker: This isn’t a fluke. It’s brand storytelling, a social-first strategy, and flawless execution from a team that truly understands what moves people.
Video version of episode 121:
Audio version of episode 121:
Key Takeaways:
- Every “boring” market is a canvas for reinvention
- Build a brand that entertains and connects, not just sells
- Narrative is the growth lever most founders overlook
- Sustainability should be genuine, but not preachy
- Flexibility and feedback loops win in D2C
- You don’t need a big budget to build buzz, just story and soul
