I have a child who ONLY uses this toothpaste. My house hates the ubiquitous taste of bubble gum and this product makes them happy. Another great thing is that it doesn't lather like crazy. Toothpastes should not make you a rabid dog and require constant spitting. This toothpaste (and other toothpastes by this company) doesn't contain the irritating SLS ingredient that causes foam, so that's a huge plus for our family. It also contains xylitol, which reduces bacteria in the mouth. It does not contain fluoride. If this is important to you, look for another product that contains fluoride (our mouthwash does). Note: If you use a fluoride toothpaste and then a mouthwash, you don't get a double benefit as you are rinsing out the first mouthwash! (But generally you can gulp more liquid, which is the main reason people worry about it in the first place). keep this in mind in your daily life. The only star I deducted is a minor issue. I don't know if they fixed the packaging but my kid can't open it! There were no problems with the previous tube; I have to make sure he doesn't try to open it with his teeth. (Never do that!) I have to open it for him and then rap hard on the countertop to make sure it actually closes all the way, so like I said, it's no big deal. Watch younger kids brush their teeth, we should be doing it anyway.
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