Absolutely amazing toothpaste. I have tried them all over these years and as much as Colgate is raved for best germ fighting/ada approved yata yata it always irritates my gums/makes them bleed over time. I thought I was crazy when I first noticed this using Colgate Total for years along with my family who had no probs lol (and I just assumed it was my brushing too often which caused them yet when I switched to non Colgate Total or Crest my problems stopped). I dont have a sensitive mouth by any means and have always been obsessed with oral hygene in having no probs at the dentist/keeping my teeth super white. In that I brush, floss, and rinse a million times a day. I feel like the whole whitening hype is just that as it's honestly proven that toothpaste cannot whiten teeth so yes for those who drink coffee or wine alot and use whitening toothpaste (for boosting/maintenance I use whitening gel in my teeth molds I both get from my dentist, or in a time crunch the cheap whitening 5 min gels from the drgustore work pretty well just left on longer) they will see a slight difference in getting their teeth back to brighter but for me as I don't drink any of that stuff and already have a pretty bright shade of white in teeth whitening toothpastes really aren't that noticeable and I dont go crazy over them as some are super harsh. I love this Aquafresh formula as it's everything you need in a good toothpaste as in prevents cavities/plaque, keeps teeth at their cleanest/original whiteness, has fluoride which is super important for me, and most of all tastes super fresh and leaves my WHOLE mouth feeling clean. I can't tell you how many toothpastes I have tried (yeah truly obsessed lol) where not only do the so called fresh flavors make me want to gag literally, but when brushing my teeth in the morning thoroughly my mouth still has an after taste from morning breath. I know some people say toothpaste is toothpaste but honestly some really do stand out/are more effective in keeping you out of the dentist's office and not being so dam abbrasive that they irritate your mouth, gums, chap lips in the process. I know our mouth has germs but geez pouring acid in it isn't quite the solution right. Extreme Clean is my now favorite toothpaste (and now understand why it is rec'd by so many dentists) for use day and night plus the ACT Total Complete Fluoride Mouth Wash (aqua blue liquid). My teeth couldn't be whiter or healthier! :)