The taste takes some getting used to. {It has a mild liquorice flavor that I absolutely HATE} but with minty flavors. After several uses I hardly notice it anymore. My whole mouth actually seems to be the cleanest it's ever had. This toothpaste is SUPER! I don't think I will ever use any other brand as long as it's available. We don't use fluoride toothpaste because the stuff is toxic and I can't believe people who study dentistry actually believe that fluoride is good for you and your teeth. They actually dump garbage in our drinking water, not toothpaste. However, I will continue to use these! It is excellent!
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