Leon, we can certainly understand your frustrations with the decrease in your favorite toothpaste, and would like to help. It's very important to us that we provide trusted, quality products at a good value. As you may know, there has been a continual increase in commodity prices and the cost of raw materials across most industries. Wherever possible, we have tried to absorb and manage this cost, but in some instances we've had to reflect it in our pricing to retailers. So that we can learn more about your experience and help you further, please give us a call at (800) 492-7378.