This blue gel toothpaste contains unique cooling crystals that dissolve completely as you brush, providing intense cooling and super freshness. It is formulated with menthol for a refreshing experience. The toothpaste keeps your teeth and gums healthy, preventing tooth decay, gum disease, and bad breath. Colgate Max Fresh Gel Toothpaste is infused with cooling crystals that dissolve completely as you brush, giving you fresh breath for hours. Experience an explosion of freshness with a tingling Peppermint Ice flavor that will transform your day. It also keeps teeth healthy and white.