With plaque-fighting cranberry extract. 100% natural. Natural Products Association certified. Natural, effective toothpaste clinically proven to improve oral health. With real cranberry extract known to block bacteria from adhering to teeth and gums, helping prevent plaque formation before it starts. Multiple benefits to naturally care for teeth and gums. No artificial colors, flavors, preservatives or sweeteners. With Regular Brushing: Reduces plaque; Whitens teeth by gently removing surface stains; Promotes healthy gums; Contains calcium and phosphorus to promote strong, healthy teeth; Freshens breath; SLS-free. No animal testing. Never any sulfates, parabens, phthalates, or petrochemicals. Made in USA.