Good stuff! I expected the flavor to be really strong, but it wasn't bad at all, and fades fast after you're done brushing. It kinda reminds me of a gingerbread cookie. Texture is nice, mouth feels clean. I got a decent price on the tube at vitacost, too. It does have fluoride in it, unlike some other natural toothpastes (I personally don't have a problem with that).

Just zingy enough to keep things interesting! If you like hot-cinnamon and are bored with basic toothpaste, this is one to try. It is not "hot," per se, but super-invigorating and refreshing. Now, if it were only available somewhere other than just Whole Foods or Drugstore.com!