Power Toothpaste is caffeinated toothpaste, which contains 67.4mg of caffeine per milliliter. A milliliter is the recommended amount of toothpaste they suggest you use per brush. The caffeine is intended to be absorbed through the tissues in your mouth (your sublingual space, gums, tongue, and cheeks.)

While they haven’t done any clinical studies to measure how much caffeine is absorbed in this way, even if you were to absorb all 67.4mg from your brushing, you would not, as they claim, be energized “like a cup of coffee.” A twenty-ounce coffee at most coffee shops contains between 300-500 mg of caffeine, depending on what beans are used and how it’s brewed.

It’s easy to brew coffee at home, for that matter, or to buy caffeine supplements if you don’t like coffee. But comparing apples and oranges in an attempt to sell bananas is just a small part of the situation we’re in, here, hurtling through the vacuum of space.