I didn’t expect convenience to start with toothpaste.

[00:00:00]Back then more than 90% of Japanese teenagers had cavities. Today it's about hmm one in three and the number keeps dropping every year. Now in America we are still brushing like the way our grandparents used to and most brands they won't put nano hydroxyapatite in their toothpaste because it costs significantly more to produce than fluoride. It's not that they don't know about it, it's that cheaper ingredients mean bigger margins. Now the ones that do use it, they only use one or two percent, enough to write on the label but not enough to actually do anything.

[00:00:30]Japan however uses 5%. Now below that the mineral can't really do its job and multiple clinical studies back this up.

[00:00:38]Now Japan didn't switch because it was trendy, they switched because the data said so. That's where NOBS comes in. Now NOBS uses the full 5% plus xylitol and zinc citrate, the same supporting ingredients that the research points to.

[00:00:53]Japan figured this out 45 years ago, you're only hearing about it now. You know what to do.