ARM & HAMMER™ Complete Care™ anticavity fluoride toothpaste is created with an ultra-smooth formula that provides whole mouth protection. Naturally powered by 100% pure baking soda Complete Care goes beyond cleaning giving you stronger healthier teeth and gums. Unlike regular fluoride toothpaste our pure baking soda formulas penetrate deeper throughout your mouth REMOVING UP TO 3X MORE PLAQUE in hard-to-reach places.* Best of all we do this gently and are less abrasive than other toothpastes. *in hard-to-reach areas compared to a leading toothpaste **Data on file