Created by a dentist. Committed to results. Helps prevent cavities. Strengthens tooth enamel. Cleans away plaque and stains. Freshens breath. No sodium lauryl sulfate or harsh ingredients. Why do kids love our toothpaste? Made with natural ingredients that taste great, the delicious berry gel with sparkles promotes regular brushing and even makes it fun. The scientifically developed fluoride formula safely and gently cleans teeth and strengthens tooth enamel to prevent cavities - something parents will love as well. Our products contain no SLS (detergent) or alcohol, and no artificial dyes, sweeteners or preservatives. We welcome your comments. Cruelty-free product. Made in the USA.