Natural, tartar control plus whitening. Contains Xylitol to help prevent plaque, zinc citrate to control tartar, and silica for whitening. When we founded Tom"s of Maine in 1970, we based it on the idea that nature has answers to our everyday needs. Over the years, our team of herbal experts, dental health professionals, and scientists has proven our original belief: ingredients from nature really work. What makes our products so effective? We use natural ingredients in innovative ways without adding anything artificial. From toothpaste and mouthwash to soaps and deodorants, we think you"ll enjoy the effectiveness and natural flavors and scents of our products. Please let us know what you think! This product does not contain saccharin; artificial sweeteners, preservatives, artificial colors, or flavors; or animal ingredients. No animal testing. Xylitol fights plaque. Xylitol is a natural ingredient derived from birch trees or corn which helps in the prevention of plaque buildup. Zinc citrate controls tartar. Zinc citrate is derived from zinc, a naturally occurring mineral, and helps control tartar buildup. Silica whitens teeth. Silica, derived from sand, improves cleaning and removes stains that from on your teeth over time, making your teeth whiter. Fluoride-free formula. Some people do not want fluoride in their toothpaste. We produce our Antiplaque Tartar Control plus Whitening Toothpaste without fluoride because we respect our customers" diverse needs and interests. Take the five-day flavor test. Our natural flavor comes from pure peppermint oils, It is never artificially sweetened with saccharin (400 times sweeter than sugar), so give your taste buds a chance to adjust, Use Tom"s for five days, then try your regular brand. We"ll wager you"ll stay with the clean, refreshing taste of Tom"s. Naturally, it works.