Tom's of Maine™ Simply White®.Clean Mint Fluoride Toothpaste. Since 1970. Clinically proven. Natural. Whitening, cavity protection, fresh breath. Use: helps protect against cavities. What makes a product good At Tom's, it includes how we make it. Cruelty free. No animal testing or animal ingredients. I.P.S. We share every ingredient, its purpose, and its source at www.tomsofmaine.com. 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. Questions 1-800-FOR-TOMS M-F 8:30 A.M.-5 P.M. ET. ©2010 Tom's of Maine, Inc.