With plaque-fighting cranberry extract. 100% natural. Natural Products Association certified. Natural, effective toothpaste clinically proven to improve oral health. With real cranberry extract known to block bacteria from adhering to teeth and gums, helping prevent plaque formation before it starts, plus added whitening power to brighten teeth. No artificial colors, flavors, preservatives or sweeteners. With Regular Brushing: Whitens teeth in 2 weeks by gently removing surface stains; Reduces plaque; Contains calcium and phosphorus to promote strong, healthy teeth; Freshens breath; SLS-free. No animal testing. Never any sulfates, parabens, phthalates, or petrochemicals. Made in USA.