Information Is BeautifulTruthpaste! Love this labelling - let's roll it out across all products
Alfons Klarname 
@infobeautiful So you only need chalk and calcium fluoride to clean and protect your teeth?
DavidM_yegYes. All you need is an abrasive for scrubbing, and fluoride for enamel hardening. People used to just use baking soda for the abrasive before the benefit of flouride was known. Although I’m quite happy to pay someone to make something more pleasant to use than baking soda or chalk.
Historically regular tooth brushing has two periods of dramatic increase: one was postwar when returning soldiers brought the habit home with them (they were required to brush to reduce the need for dental care), and the other was after mint was added to toothpaste. The ‘minty clean’ taste is rewarding, even if it actually means nothing in and of itself.