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. Plus fun natural flavors and colors kids will love. No artificial colors, flavors, preservatives or sweeteners. With Regular Brushing: Reduces plaque; Contains calcium and phosphorus to promote strong, healthy teeth; Freshens breath; SLS-free; Safe to swallow. No animal testing. Never any sulfates, parabens, phthalates, or petrochemicals. Made in USA.