I've tried all the major brands of toothpastes (Crest, Aquafresh, Colgate, etc.), as well as many of the different varieties of each brand. For cleaning power, any of the Colgate Total toothpastes would be the way to go. I've even done some research online and the Colgate Total line of toothpaste seems to get the best reviews from consumer groups, dentists, etc. from what I've read. I'm sure there are others that are similar, but I consistently see good things about Colgate Total. I do encourage you to do your own research, though, as there is always a chance you might find different results for your specific teeth cleaning needs. Taste: I enjoy brushing with Colgate Total toothpaste, any of the varieties. They have a nice, clean mint taste. I have tried other toothpastes that tasted horrible. This toothpaste is pleasant, but not overwhelming, in my opinion. Whitening power: I have found that whitening toothpastes in general don't seem to have that much effect on whitening. That being said, it probably doesn't hurt to use this toothpaste. I always find it on sale for the same price as other Colgate Total varieties, so why not buy the whitening. However, if you want a whitening product, you are better of with rinses or those whitening strips. I have found that both of those types of products do a MUCH better job at whitening. Value: Another reviewer claimed it was too expensive. I would have to disagree. The price is in line with all the other major brands. If you are used to buying cheap store brands, then this might be a little expensive. But, you can almost always find it on sale somewhere or find a coupon. I don't think I've paid full price for this toothpaste in years. It's definitely worth the cost, even at full price, though.