New look. Since 1959. Fluoride free. No parabens; SLS. Make brush-time fun again. Delicious strawberry flavor keeps the kids coming back for more. Calcium carbonate keeps teeth clean and healthy. Plus, easy-to-squeeze tube makes it simple. Happy kids, happy teeth. Jason brand believes in the power of nature's ingredients to improve everyday wellness. We were pioneers of safer, wholesome personal care, and we continue to harness the earth's bounty of botanicals and essentials for blends that refresh and restore. Wellness is our second nature, and it has been since 1959. Cruelty free.