Yes it is kind of expensive BUT my teeth are extremely white from this product and my dental check ups are always great. I am told there is nothing to clean on my teeth! My mouth feels very fresh after using it. Great taste. I will ever use anything else. I love that it is a natural product! I felt their other toothpaste taste too much like baking soda for me but then, my husband loves that one more and this one less. A matter of taste I would say but THIS ONE (Ultra) gives the whitest teeth over anything hands down!