Since 1970. Prevents cavities. Tastes great. Silly enough for kids - serious enough for moms! Give your kids the only natural kid's toothpaste to earn the ADA Seal of Acceptance. That means proven effective, cavity fighting protection you can trust. Plus, it has an all natural fruit flavor your kids will love to brush with again and again! What makes a product good? At Tom's, it includes how we make it. No animal testing or animal ingredients. Sustainable practices are a priority in every aspect of our business. No artificial colors, flavors, fragrance, or preservatives. ADA (American Dental Association) accepted. The ADA Council on Scientific Affairs' acceptance of Tom's of Maine Natural Children's Fluoride Toothpaste is based on its finding that the product is effective in helping to prevent and reduce tooth decay, when used as directed. Made in USA.