Since 1970 Natural Fresh Breath Helps Fight Tartar Cruelty Free - No Animal Testing or Animal Ingredients Sustainable Practices No Artificial Colors, Flavors, Fragrance, or Preservatives Embrace the Power of Mother Nature! At Tom's of Maine that means authentic and effective naturally sourced ingredients. We use zinc citrate sourced from zinc - a naturally occurring mineral and xylitol, a natural ingredient derived from birch trees or corn. Plus, natural flavoring for a taste that will make you look forward to brushing! Fluoride-Free Formula: Some people do not want fluoride in their toothpaste. We produce this toothpaste without fluoride because we respect our customers' diverse needs and interests. Uses: Helps prevent plaque and tartar buildup with regular brushing. You asked — We listened! This tube is easier to use than our previous tube.