I have been buying "brand" toothpaste "Paw Patrol" and "Princess" from Target for my children for a long time. The toothpaste was too sweet, and since the toothpaste was intended for either a "boy" or a "girl," the children refused to use a tube of the opposite sex. We have three children and this can get complicated. Enter Tom's Toothpaste. It tastes pretty good, definitely NOT for a boy or girl, and the ingredients look a tad better than the overly cute mysterious blue goo that's from another brand. The only gripe I have with these tubes is that my kids can't open the flip cap on their own and end up unscrewing the cap which can be a mess if the toothpaste runs out. that he has. Otherwise, this is now my way to the brand. thanks tom
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