This toothpaste is all natural with ionic calcium and minerals from above the sea. The kids love it and say that it tastes good. I like that it does not have fluoride in it. The package is real cute and kid friendly. We also like that it is Bubblegum flavor. The kids have used this for a while now and it seems to be cleaning there teeth pretty well. We don't have a power struggle to brush teeth anymore they just do it. Which is great for me.