HEALTHY TEETH AND HEALTHY GUMS - We have been keeping little teeth and gums healthy as well as making parents’ life easier for more than 35 years. It's time to enjoy brushing teeth again; getting rid of dental plaque and tooth decay at the same time!. SAFE IF SWALLOWED - There is no need to worry if your child likes the taste too much! Our flavoured toothpaste is safe if swallowed however sustained ingestion of large quantities will lead to gastric upset and so shouldn’t be encouraged. WIN THE BRUSH TIME BATTLE - No more fuss and tears when brushing your little one’s teeth. Thanks to this gentle toothpastes strawberry flavour and fun characters, this milk teeth toothpaste will overcome any resistance; a win win for mums and dads. A TASTE THEY’LL LOVE - We are born with all the taste buds we are ever going to have - 30,000 to be precise - making infants supertasters. That's why babies and kids don't like harsh flavours. The gentle Simply Strawberry flavour of this kids toothpaste has been developed over the years by Punch & Judy and is the taste children have always loved. Your child will love it too. And best of all it's sugar free!. SMILE LIKE A CROCODILE - Punch & Judy and crocodile are best of friends. Crocodile likes keeping all his big teeth clean and loves to help kids do the same. Along with some other friendly characters they will turn brushing teeth and gum care into a fun story with a happy ending!.