With plaque-fighting cranberry extract. 99.2% natural. Natural products association certified. With regular brushing prevents cavities, reduces plaque. Contains calcium and phosphorus to promote strong, healthy teeth. Freshens breath. SLS-free. 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. Plus fun natural flavors and colors kids will love. No artificial colors, flavors, preservatives or sweeteners. No animal testing. Natural personal care products for the greater good. Never any sulfates, parabens, phthalates or petrochemicals. Made in USA.