The best, most effective toothpaste you will ever use, guaranteed! Nelson Naturals Toothpaste offers the perfect mix of premium ingredients without the use of unnecessary harsh and toxic ingredients. This alkalizing formula helps to create the ideal environment in your mouth to maximize the removal of bacteria that can cause cavities and bad breath. The concentrated minerals provide a chemical free alternative to fluoride that helps to encourage the natural process, making your teeth stronger and healthier. With no artificial flavours or colours, and just the power of pure essential oils, this formula is super tasty and refreshing! ...And yes, it’s in a jar! Calcium Carbonate, Sodium Bicarbonate, Colloidal Silver, Sea Salt (Sel marin), Xylitol, Castile Soap, Trace Mineral Concentrate, Fennel Extract Brush teeth at least twice daily, preferably after meals and in the morning and evening. Simply dip your toothbrush into the jar, and brush as usual. There is no need to wet brush before using!