I'm going to start this baby off by letting you know how I REALLY feel about toothpaste. I hate it. I literally gag when I brush my teeth, sometimes to the point of vomiting because I simply CANNOT stand the taste of toothpaste. Okay sorry for the too much information. This toothpaste is quite literally the only "adult" toothpaste that I don't do that with. The taste isn't over powering in the least, in fact, it's pretty pleasant. Also, my teeth and mouth feel sparkling clean after brushing with this. It's kind of difficult to explain so you're just going to have to try it yourself to understand what I mean. My breath smelled as though I had just used mouthwash, which was awesome on the days that I was away from home and didn't have mouthwash on hand. As far as whitening, I didn't notice a big change in the color of my teeth by using this. But to be honest, I was looking for a toothpaste I could handle, rather than whitening powers.