I just LOVE this toothpaste. I've used everything -- from Crest to Toms of Maine -- and this is my hands-down favorite. First of all, it tastes great -- really freshenes -- and it's a gel, so it doesn't feel so pasty in one's mouth. It also whitens really well, and without all those harsh chemicals in conventional brands. I've used this now for three years, and I'm never going back.

I picked this up because it was the least expensive option at my local health food store, but $4.69 for a relatively small tube of toothpaste is still steep! Compared to Tom's of Maine, I like this one better: flavor is less overpowering, tube is easier to handle, and it foams just the right amount.