But it's steadily growing on me and my husband. It has a pleasant, mild but refreshing taste. It's not very foamy like some of the more commercial toothpastes, but it cleans your teeth, feels good, tastes good and maybe psychosomatic (sp?) but makes our mouth feel healthier. Putting a light brown substance in your mouth twice a day is intuitive, but I've found myself doing the same thing with chocolate. and they use a gray abrasive in the dental office. so let's stick with it. I removed 1 star because it's hopeless packaging - if it were better packaged/designed maybe more people would try it for healthier gums.
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