Great toothpaste,Cleans my teeth well keeps my mouth moist with the flavor of the cinnamon.Why would they make toothpaste without fluoride?Seems strange to me.I bought this to replace the Spry toothpaste I used up and that DID have fluoride in it.I’d like to know why Spry took the fluoride out.I won’t be buying anymore.This toothpaste is free of SLS and Fluoride, which is what I need. It has xylitol, which is a plus for me. I love the cinnamon flavor. It is a bit thicker than most other toothpastes I have tried, and I have to use a little more effort to squeeze it out of the tube. A minor problem. I prefer this flavor over the Peppermint Spry toothpaste, which is so overpowering it gives a burning sensation.I also use the amazing Squigle toothpaste Great mild taste, I liked it but the lacking fluoride kinda pushed my decision to Crest. I hate mint and finding a toothpaste that didn't have mint and tasted good has been almost impossible. I purchased this and loved the taste if your not worried about missing fluoride this is a great choice. Between this and Crest Cinnamon this is milder the crest is more spicy. If this had fluoride I may have stayed with it because it a paste the Crest is a gel and kind of runny. The other thing is Crest is available on subscribe and save this isn't. But all in all it tastes great and works.i got this after my dentist suggested i get a xylitol toothpaste and since i have always used either Jason's Healthy Mouth (extremely spicy fresh cinnamon) or Tom's of Maine cinnamon, i was expecting this one to taste very cinnamony....and yet the cinnamon flavor is overshadowed by some other very odd and for me unpleasant flavor, as well as the fact that it has little flavor at all and decidedly lacking in either spiciness or freshness! Sad.Radiation has impaired my salivary glands causing Dry mouth which leads to decay. Spry toothpaste hydrates the mouth and tastes great.I like their peppermint toothpaste too but this is my favorite and it's hard to find. Just be sure not to let your dog get near it as Xylitol is harmful or fatal to them.I have only been using this product for years mainly because it protects against cavities.Not cheap, but very effective.It's NOT fluorinated, so don't believe the product description, and it doesn't have harsh abrasives.What it does do is clean your teeth well, and doesn't overpower you with nuclear mintiness; instead you're left with an refreshing cinnamon flavour and sparkling teeth.Great product.Great alternative to regular toothpaste. Specially if you don't like mint.This is a lovely toothpaste if you love cinnamon and want to get away from mint flavour and fluoride.This is sweetened with Xylitol which I read is as good for your teeth as fluoride.Excellent all round for me.Teeth feel really clean and breath fresh. Long lasting flavour. Great for people like me who dislike peppermint flavoured toothpasteMakes a change if your not keen on mint