To brush with the Blizzident, a person simply bites down on it and grinds his or her noshers for about six seconds. This biting motion achieves the effect of the Modified Bass technique (in which the brush is positioned at a 45-degree angle to the teeth roots and brushed back and forth), and the Fones technique (in which the brush is held at right angles to the teeth and brushed in large circles), the Blizzident makers say.

The tailor-made toothbrush, available online or from some dentists, currently costs a hefty $299. But the brush’s makers stress it could actually save people money in dental costs, as well as time spent brushing their teeth.