That's not new. Lush did this 8 years ago: https://www.madmoizelle.com/ethifrice-lush-55599

"tablets are free from fluoride" and the price, should give you a clue that these are only suited for dumb hippies.

For decades before there was toothpaste, there was tooth powder. Why not just figure out how to recycle plastic-tube or plastic-and-metal containers?

When I was a kid, 70+ years ago, our toothpaste was a flat tablet. one merely whetted the toothbrush, brushed the tablet, and then the teeth. All these two have done is 'reinvent the wheel' but make it smaller. Also, at 15 cents a brush, is also ridiculously expensive! Toothpaste in tubes, originally metal, lasted less than half the time a tablet lasted, and were more expensive, so more profits! However, finding a use for discarded toothpaste tubes would have been more useful, as I doubt that the whole world will be using their tablets anytime soon. As for fluoride, there's evidence to show that this is a toxic industrial waste product, and should never be anywhere near peoples mouths.

I beat 'em to it; I use a dab of baking soda mixed with a pinch of salt.
No waste and inexpensive.

What a seriously over-priced product!

And who's idea is it to sell them in a 'paper' bag of all things. So the bag gets wet and the tablets fizz up stick together or congeal into a block.

Other commentors have pointed out the obvious implementations that were far better such as tooth powder in a tin or tub - both of which can be recycled and protect the product.

Tablets take up more volume than powder or a solid block that you could rub the toothbrush onto.

Personally, I agree with another commentor that this was indeed a waste of time and we should revert to using tins/tubs of toothpaste.

there may be hygienic issues of dipping a toothbrush continuously into a tin/tub but no different to leaving microscopic traces on end of a tube opening.

"Invented" seems like a strong word for what they've done. Their product and messaging seem to be derived directly from Bite: https://www.forbes.com/sites/meimeifox/2019/12/11/how-bite-is-revolutionizing-toothpaste-and-the-oral-care-industry/

>free from fluoride, gluten, dairy, nuts and soy and are suitable for vegans...say what? Did toothpaste tubes have these things in them? As much as I want to support fellow Canadians in their entrepreneurial endeavors, I'm afraid this ain't gonna cut it. I too use baking soda and peroxide with just a little dab of toothpaste so a tube lasts for months! On top of that, people can be very cheap, so spending 10 bucks a month is something they may not ever want to do. Make the tablets half their size and package them in a small recyclable plastic pouch at half the price and it might work.

Excellent solution!!!

in the ACT Australia, we can put the tubes into the recycling.
That doesn't guarantee they really are recycled, unfortunately.