I love Colgate Max Fresh! It has a great taste that isn't hard to get rid of and I feel like my mouth and breath is very fresh thanks to the breath strips. The blue gel is smooth and pleasant. The breath strips are so small, you don't even notice them but they are there (you can see them.) I am a couponer and love a good deal. Colgate Max Fresh is usually on sale at my drug store of choice (Walgreens) and Colgate always has coupons out for this product. So you can get this toothpaste pretty inexpensively if you try. It's well worth it, whatever the price. If I had one caveat about this product, it would be the cap. Because it's just a flip cap, opposed to a screw top, it gives the opportunity to not have to replace the cap when you are done with it. This leads to a very messy medicine cabinet, or wherever it is you keep your toothpaste. So, just be aware of that. If someone at Colgate sees this, switching to a screw top cap, ala Aquafresh, would save many of us from having to scrape dried toothpaste off the inside of our medicine cabinets. Not a fun job! Overall, the toothpaste itself is great and I would recommend it.