Bought this for my picky 4 year old in December and we love it for the taste and I for the EEC approval. Unfortunately, when we reordered in February, the recipe and taste were completely different. The new formula has a distinct flavor reminiscent of sugar-free berry gum, which was more refreshing for my adult taste buds. The new formula looks less clay-like than its predecessor and is more akin to regular toothpaste in texture. It retains EEC approval, so it's still a good choice, especially if you don't have any comparative experience with the brand.
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