I recently visited my dentist for my 6 monthly check-up and inquired about tooth whitening products. I had read several things such as baking powder helps to whiten teeth and he specifically recommended this brand of toothpaste. I have only been using this product for a short period of time but I find it is absolutely brilliant. Not only have I noticed already a whiter smile, but my teeth always feel cleaner using this rather then regular toothpaste. As it states on the box it used bicarbonate of soda within the paste which has a very mild gritty sensation to it while brushing, which you can really feel cleaning the teeth effectively, but gently. It has a very mild taste as-well which I prefer as I don't like toothpastes that have a really strong minty taste to them. After using this product my teeth also feel like they have had a more professional clean, like when you visit the dentist, but obviously without the cost.