Right off the bat, I have tell you that I find the idea of a $100 toothpaste preposterous. That’s the price tag of Theodent 300. According to New Beauty, it is justified by the proprietary ingredient Rennou™. This called for some Truth In Aging perspective and a little investigation.

Rennou is touted as a derivative of chocolate that is an all-natural and non-toxic alternative to fluoride for preventing tooth decay. Now what could be sweeter. Theodent’s proprietary active is actually comprised of three ingredients, the main one being theobromine. This is found in cocoa and is a mild (compared to caffeine) stimulant and diuretic.

Although it was thought to reduce blood pressure, some studies have disputed this. Research has shown that it can reduce coughing. But strengthen teeth? Well, yes, according to researchers in Texas. By increasing the size of apatite crystals that form and strengthen enamel, theobromine makes teeth less vulnerable to bacterial acid erosion that can eventually lead to cavities.

Theobromine was found by the researchers to work better than fluoride and is deemed to be entirely safe if swallowed. Fluoride in excessive quantities can lead to bone deterioration, according to the EPA, and is a stomach irritant.

The rest of Theodent 300’s formula is run-of-the-mill toothpaste stuff. Theodent's "most discerning customers" are supposed to be attracted to the "extra-strength" toothpaste by theobromine alone. I wonder how many do actually fork over $100 for it. If you are, nonetheless, intrigued by Theodent, there is a basic version with a lower concentration of theobromine for only $9.99. Personally, I’ll stick to Crest.

Note: do not attempt to clean your pampered pooch’s teeth with Theodent. Cocoa and chocolate products can be toxic or lethal to dogs (and horses) because these animals metabolize theobromine more slowly than humans.

Ingredients: Rennou™ (Theobromine, Calcium Acetate and Sodium Hydrogen Phosphate)

Inactive Ingredients: Purified Water, Hydrated Silica, Sorbitol, Xylitol, Glycerin, Sodium Lauroyl Sarcosincate, Xanthan Gum, Titanium Oxide, Citric Acid, Spearmint Oil, Sodium Benzoate, Stevia Extract, Sodium Bicarbonate And Sugar-Free Vanilla Extract