Here's what I like about this toothpaste: 1) my dentist says it's the best toothpaste from an overall oral care perspective because it contains more than just fluoride, but also an antibacterial ingredient for overall gum health and to reduce tartar buildup; 2) a small amount does the job, so you're not wasting product and money; 3) the packaging is just perfect, no annoying tube that takes up a ton of space in the medicine cabinet, with the flat lid on this little squeeze bottle you can also store it upside down so you can serve up the amount you need with no waiting, then flip the lid closed, all with one hand.