it's the best toothpaste I've found so far. The flavor isn't too strong, but it leaves my mouth feeling and smelling fresh. My favorite feature, however, is the consistency of this toothpaste. It's not too runny, but it's thin enough that you're not left with clumps of toothpaste on your brush or in the sink. To me, that means less waste and better value (and less scrubbing in the sink!)Additionally, the range of flavors means that you'll find one for everyone in the family (I personally hate the orange flavored paste, but my daughters all love it.)