This is the first toothpaste I used with my children. I appreciate the all natural ingredients and flavors in Tom's of Maine Children's Strawberry toothpaste. My son absolutely loves the taste, even though it isn't sweet at all like other artificially-sweetened children's paste and mouthwash products. I am extremely impressed that the color of this toothpaste is an off-white... not pink or some other color contrived with unnecessary dyes. It seems like most products that boast a flavor (such as strawberry) seem compelled to produce a product with the same color as actual strawberries (bright red) and this has always disgusted me. My only complaint is that this toothpaste does nothing to freshen my child's breath. It does not in the least way mask or eliminate bad breath odors. I used it several times on my own teeth and did not experience any fresh after-taste. This is the main reason I cannot give this toothpaste a higher overall rating.