Juicy Grape Fluoride Toothpaste is everything I want in my child's toothpaste and nothing more. I am very happy that the ingredients do not contain any artificial flavors or colors, parabens, preservatives, sulfates or gluten! I also love the oral health benefits especially the strengthening of tooth enamel and I especially love that like all hello products it is 100% abuse free! They are even certified by Leaping Bunny. The fact that I don't have to worry about toxic ingredients is great and takes another point off my "worry list". What my granddaughter loves most about it is the taste! This is a very mild grape aroma. Sweet, not too rich, but tasty enough that she doesn't mind eating it, which means she'll brush her own teeth more often. No more bedtime fights - hooray! My daughter also likes the purple color on the box and that it doesn't look too much like a toddler product.
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