We love this toothpaste. We started with Tom's kids' strawberry flavor but my daughter likes this one even more. I like it, too, but am so conditioned to want minty freshness that I haven't made the switch. I love that it's natural and has the fluoride that my 4 year old needs. I wish it was available at the CVS, Duane Reade and Walgreens but am assuming that they'll increase their natural product offereings in the coming years.