Great toothpaste with a good taste, though the texture may take a little getting used to...if so, try the gel.

Yes. That's right. It's not blue and sparkly and it doesn't taste like bubble gum. But I'm okay with that. It certainly does the trick in getting your teeth nice and clean. This toothpaste doesn't leave you feeling gritty or slimy at all. It's a nice consistency and doesn't foam excessively so you don't end up with toothpaste all over your face (and on your pjs). The whitening factor is definitely not as noxious as your traditional pastes and what not but it seems to do it's job over time (although it could just be changing the lights in my bathroom that did it...who knows). The only thing I miss is that minty fresh kick.