New MooGoo Kids Toothpaste Made Fun With The Wiggles!

We keep the formula short and simple — every ingredient is there for a reason, and there's nothing in it we wouldn't want our own kids using.

• Sorbitol — so kids don't say "yuck"
• Glycerin & Aqua — to make it a gel
• Silica — removes plaque but not enamel
• Xylitol — helps reduce plaque formation
• Sodium Cocoyl Methyl Taurate — a gentle and natural cleansing agent
• Natural flavour — natural strawberry, vanilla, watermelon or blueberry depending on your flavour selection
• Xanthan Gum — so it stays on the brush

We also choose to avoid: SLS, Fluoride, artificial colours, dyes and sweeteners.

Foam usually comes from SLS. Since we don't use it, you'll notice less lather.

Natural cleansers don't create big, long lasting foam the way synthetic detergents do. But foam does not equal clean. It's your brushing technique and the ingredients doing the hard work.

Most customers adjust quickly and find their mouth still feels fresh and clean, just without the bubble bath effect.

While toothpaste isn't meant to be eaten, our formula is made with gentle, edible ingredients. Accidental small amounts during brushing are not a concern. That said, we still recommend encouraging children to spit where possible.

The kids' toothpaste is best suited for babies and toddlers. It's all about oral microbiome support, building happy and healthy habits. Once your child starts losing baby teeth and growing their adult teeth, we recommend moving to the regular Moothpaste range (which is also safe for all ages!).

We use natural flavours sourced from specialist flavour experts after testing lots of options to find ones kids genuinely enjoy. Unlike artificial flavours, natural flavours are derived from real food sources such as fruits, herbs and spices, rather than being created synthetically in a lab.

The exact blend used to create our yummy flavours are proprietary to our supplier, but we can tell you that they're made by combining naturally derived flavour compounds to achieve a familiar taste that makes brushing a little more fun. For example, the familiar taste of banana comes largely from a naturally occurring compound called Isoamyl Acetate. When combined with other natural flavour extracts, such as vanilla, it can create a banana smoothie flavour profile.

We have considered making an unflavoured version, however the cleansing ingredients used in natural toothpastes have a stronger taste than conventional alternatives, so an unflavoured toothpaste may not be very appealing for little taste buds.

Great question! Flavour and colour are two completely different things. The strawberry, vanilla, watermelon and blueberry tastes come from natural flavour extracts, not from artificial dyes — so there's simply no need to add colour to get that yummy taste.

We choose to leave artificial colours out altogether, since they don't do anything for how well the toothpaste cleans or how it tastes — they're purely cosmetic, and one more ingredient we'd rather not put in little mouths. So for each flavour variety, they are all a clear gel in appearance.

Sorbitol is a naturally occurring sugar alcohol found in many fruits and vegetables. Some people associate it with digestive discomfort when consumed in large amounts as a food additive because it isn't fully absorbed during digestion. However, the amount used in toothpaste is very small.

For perspective, a pear or plum naturally contains around 4 grams of Sorbitol, while an apple contains about 2.5 grams. A standard serving of our Moothpaste (approximately 0.25 g) contains only around 1/25th of the Sorbitol found in a single apple, and that's only if the entire amount is swallowed.

We use Sorbitol because it plays several important roles in the formula:

• It helps prevent tooth decay because cavity-causing bacteria cannot use it as a food source.
• It supports a neutral pH in the mouth, which helps protect enamel.
• Its mild sweetness encourages saliva production, which is beneficial for oral health.
• It acts as a humectant, helping keep the toothpaste smooth and preventing it from drying out or becoming gritty.

In short, Sorbitol isn't just there for sweetness. It helps make the toothpaste effective, pleasant to use and stable over time.

We're always open to feedback and exploring suitable alternatives where possible. However, any replacement ingredient needs to perform the same important functions. After all, toothpaste needs to stay a toothpaste and not turn into a rock! Everyone has different ingredient preferences and we do our best to balance those with safety, functionality and effectiveness.

Our Moothpaste formulas naturally thicken over time due to its formula, which means it can take up less space in the tube after filling and opening for the first time. This can sometimes make it look like there is "air" in the tube, even though each one is filled individually and accurately by weight.

If we filled the tubes completely to the top, the natural thickening of the formula would cause pressure build-up and potentially make the tubes burst. For that reason, there needs to be a bit of extra space as we would hate for our customers to experience Moothpaste all over their bathroom ceiling!