Top critical review
It Appears to be Made From Sugar (Dangerous and Deceptive Product Listing)
Reviewed in Canada on July 7, 2020
There are many serious problems with this "toothpaste". First and most concerning is that it appears to be made from sugar. Yes, literal sugar. I'll explain but Tom's/Colgate's official response is that it only contains trace amounts of sugar, which seems like a lie.
After I asked them why the toothpaste is extremely sweet-tasting despite not having any listed sugar alcohols in it, they stopped responding to my emails and social media messages.
That leads to the second biggest issue: it's falsely labeled.
The Amazon product shots show a completely different list of ingredients on it, which do not contain sugar or fruit juice. Tom's/Colgate's official response is that after changing ownership to Colgate, they decided to make their products more in line with Colgate's other products.
You might ask: "why is this bad?"
Fruit juice is made up of mostly sugar. Sugar promotes tooth decay.
Colgate's response is technically correct. But the devil is in the details: each of the five juice ingredients contains small amounts of sugar relative to the tiny serving size you'd put on a child's toothbrush. But if you added these five juices together, the aggregate sugar content, plus a flavor enhancer, benzyl alcohol, makes the toothpaste extremely sweet.
The only possible way to explain its sweetness without the use of a sugar alcohol (benzyl alcohol is not a sugar alcohol) is if there is a significant source of sugar in the tootpaste. And it appears that Colgate managed to slip "Silly Strawberry" through the FDA by exploiting labeling standards.
While your kids might love this toothpaste because it's so sweet, you definitely don't want to give this to children. It's little more than brushing your teeth with candy.