There’s actually nothing unusual about this product. We have gum in the U.S. that contain fluoride (which is what F+ stands for in the CM) that protects your enamel, as well as xylitol which is the favored sugar substitute proven to prevent dental cavities. Japan just seems to be one step forward in demonstrating exactly why their product is good for your teeth in their commercials. The U.S. consumers have no clue.