I have used Ultra Brite toothpaste all my life, and so has my whole family. My sister is 30 and has yet to have a cavity, and I have only had a cavity due to the shape of my tooth. I truly believe that Ultra Brite is the reason why my family has had a healthy smile our whole lives. Ultra Brite is extremely great for the value. I have not seen cheaper toothpaste anywhere, and this is as good, if not better, than the leading brands. The only negatives that I can think of is the freshy mint feeling and taste doesn't last very long. The mint flavor is not as strong as other toothpastes, but I suppose that could be a positive thing for some people. Also, this toothpaste can be hard to find as it is not as popular as other brands.