ARM & HAMMER™ Advance White™ anticavity fluoride toothpaste is our most powerful whitening formula made with Stain Defense™ technology to help gently remove stains and prevent new stains from setting. Naturally powered by 100% pure baking soda, our toothpastes go 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