This toothpaste has a fresh taste. It's not exactly what I expected but does leave my breath fresh. It cleans my teeth well and appears to be fairly gentle. I have sensitive teeth and generally use toothpastes made for that issue but I bought this for the family and used it several times. It seemed fine to me. My son hated it. He said it tasted awful and didn't whiten his teeth like Crest or other super whitening toothpastes. I use activated charcoal to remove stains and whiten my teeth so I wasn't that worried about whether this paste would get my teeth sparking white. I just wanted a fresh mouth and well maintained teeth and this paste seems to do the job well enough. I prefer other brands for taste and formula but this one seems to do a good job and is often cheaper than other pastes of the same size.