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This has the texture of 'regular' toothpaste, it's a gel rather than a paste. I find the spatula a bit fiddly so I just dip my toothbrush into the jar. I would definitely recommend this to those who are used to branded toothpaste, as it's a similar texture with a milder minty taste.
Have used this a number of times now. Lovely minty flavour. Clean feeling teeth. Wooden spatula to apply paste to brush. No waste left in tube as you can get right to the bottom of the jar. Jar can be recycled or upcycled. No plastic!!