It tasted very strongly of cinnamon with soap being the main flavor. It was so strong that it triggered a gag reflex several times. Eventually I stopped using it because I was afraid to brush my teeth with it. In addition, it was difficult to get the tufts to stay on the toothbrush itself. I love the concept of removing bad ingredients from toothpaste, but it has failed on all levels. I ended up finding a much better toothpaste in Hello Brand Toothpaste.
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