The flavor is great! It's sweetened with Xylitol, which is also the compound that helps remineralize tooth enamel as well as fight bacteria. I purchased it because it's free of sodium lauryl sulfate, a chemical which neutralizes the effects of some prescription mouth-wash (chlorhexidine) that I use.From Wikipedia:"Xylitol is a 'tooth-friendly', nonfermentable sugar alcohol...""Cavity-causing bacteria prefer six-carbon sugars or disaccharides, while xylitol is non-fermentable and cannot be used as an energy source - while still being taken up into the cell (due to similar shape) and interfering with bacterial growth and reproduction. The harmful micro-organisms are starved in the presence of xylitol, allowing the mouth to remineralize damaged teeth with less interruption." Read more

My 4 year old loves this toothpaste, so I in turn, love this toothpaste. If you're a mom or a dad, you know how tough it is to wrangle a small child to scrub their chompers. It's like pinning jello to a tree. This stuff tastes nice and works MUCH more effectively than any other "natural" product I've used on my small one. He used to have plaque up the yin-yang. Ain't nobody got time for that. We're all clean now! Thank you NOW. You're amazing. :) Read more

I feel the bubblegum flavored version actually cleans a bit better, but this is good, too! My kids prefer the flavor of the strawberry, though. Read more

The grandchildren love this toothpaste. I will continue to buy it because it doesn't have fluoride and the other chemicals we don't need to be putting into our bodies. Read more

clean teeth for my kids without crying or tasting funny Read more

Really fussy children or elderly adults will enjoy this. It is a (red) gel, so when rinsing mouth, there will be red coloring as well. It is too sweet for my taste and strong flavor. My mouth did not feel as clean. Read more

My 3 year old loves the taste and makes brushing more tolerable for her. Read more

Kids love it Read more