The present invention relates to an improved toothpaste dispensing apparatus (10) which includes a housing (12, 212) having a grasping assembly (90a, 90b, 290, 490) for holding the toothpaste container (20, 220, 420), a means (270) for supporting and stabilizing the toothpaste container (20, 220, 420) as the rollers (70, 74) move along the container (20, 220, 420) and a nozzle assembly (80) including a capping mechanism (286) for dispensing the toothpaste. A drive assembly (30, 230, 430) including a clutch (510) is mounted within the housing (12) and drives a carriage assembly (60) for squeezing the toothpaste container (20, 220, 420). A control system is also included for activating the drive assembly (30, 230, 430) and for automatic reversal of the drive assembly (30, 230, 430).