Has a strong flavor, very minty. Is thicker than your normal toothpaste, is a bit chalky. Teeth felt clean after using it but I keep this on hand as an alternative to regular store bought toothpaste. Is it better than some store bought brands? yes, I'm not sure it's better than all though since I have a particular toothpaste I use over this. This is good to have on hand as a back up toothpaste or if you want to try something new you may like this more than the ones you find in the store, depending on your tastes. If you like a thicker type toothpaste you may like this. Comes in a nice tube, is unique looking and tasting and I think it works pretty good. Would make an ice stocking stuffer, it's worth a try if you're looking for a new toothpaste or something different.