New name, same formula: Secret Formula is now Feel Good Formula. During the transition, you may receive either pack design.
 
Feel Good Formula is a unique blend of favourite flavours that gives you a tasty brushing experience.
 
A low-foaming toothpaste with 1450 ppm fluoride, Feel Good Formula was tested with our most taste-sensitive users and took over 10 years to perfect. Our carefully curated flavour blend has genuine mass appeal, whilst avoiding a specific link to sugary foodstuff.  
 
Feel Good Formula delivers a clean, enjoyable brushing experience without compromise - especially for those who usually struggle with toothpaste.
 
The sensory-friendly gel sinks into the bristles so it ends up on the teeth, not in the sink, and is supplied in a recyclable 50ml refill bottle fitted inside our Senses portion-controlled Toothpaste Pump (portion not suitable for under 3 years).
 
One press of the pump delivers just the right amount of paste
Lasts 3 months if used twice per day by 1 person
Gel texture sinks into the bristles, staying on the brush
All variants designed for those who dislike usual toothpaste