Improved formula! Since 1970. Natural. Fluoride-free. Antiplaque, whitening, fresh breath. 100% recycled paperboard. Printed with soy ink. What makes a product good? At Tom's, it includes how we make it. No animal testing or animal ingredients. We share every ingredient, its purpose and its source. Sustainable practices are a priority in every aspect of our business. No artificial colors, flavors, fragrance or preservatives. We strive to maximize recycled content and recyclability of our packaging. 5% (12 days) of employee time to volunteering. 10% of profits to human and environmental goodness. Everyone wants clean, white teeth. At Tom's of Maine, we do it naturally! We use silicas derived from sand to clean your teeth and help retain their natural color. Xylitol and natural flavor oils combine for a bright, minty taste! The result is a confident smile, all without artificial flavors or bleaching agents, and no animal testing! Fluoride-free formula: some people do not want fluoride in their toothpaste. We produce this toothpaste without fluoride because we respect our customers' diverse needs and interests. Made in USA.