This toothpaste is a miracle. My son is extremely sensitive to taste, flavours, textures. It has been very difficult to brush his teeth with previous toothpastes. I have tried so many. This one has no flavour and he uses it without fuss. It's like he forgets to complain about it. It also has an excellent rating on the Skin Deep Cosmetics Database for toxic/unsafe ingredients. Love that it is without SLS, preservatives and salicylate. It uses xylitol instead of sugar, which is a great alternative. It's easy for the kids to open and squeeze out without wasting a whole lot. And it's organic and safe to swallow. If you have picky kids the no flavour option is worth considering.