Abstract: Apparatus operable for dispensing toothpaste from an outlet opening at one end of a collapsible toothpaste containing tube is disclosed. The present apparatus includes a base member having a nozzle mounted adjacent a first end. The nozzle is adapted for cooperatively receiving and holding the one end of the collapsible toothpaste tube and has a passage therethrough for dispensing toothpaste from the tube. A pinch roller assembly is mounted to the base member for movement therealong between a location spaced from the nozzle and a location adjacent the nozzle, the pinch roller assembly including a pair of pinch rollers defining a space therebetween adapted for receiving the toothpaste tube in a generally collapsed condition. The outer surface of at least a first of the pinch rollers is adapted for engaging the tube so as to be capable of moving along the tube when rotated.