Caffeine is a really difficult flavor to deal with. It's bitter and metallic. It's masked well with competitive bitter and astringent drinks (coffee and tea) bu

Caffeine is a really difficult flavor to deal with. It's bitter and metallic. It's masked well with competitive bitter and astringent drinks (coffee and tea) but is more difficult otherwise. Energy drinks taste kind of weird because of the caffeine. I learned a lot about flavor chemistry as I developed the toothpaste and went through somewhere over 60 iterations before I settled on this formula. There were also some process improvements we refined along the way to get it to improve smoothness and texture.