These treats aren't super soft- but they are relatively soft when compared to other dental treats we have tried. These have a really similar texture to the Greenies brand, but we like these ones much better than the Greenies. I like the smell- they really smell like parsley and eucalyptus oil, which both can be found on the ingredient list. I like that these are gluten free. I like that they have added vitamins and omegas. I like that they have actual ingredients that are "dental" and aren't just calling them a dental treat because of chewing action. Most importantly, my dogs love the taste. The only negatives I have are that these are relatively pricey, and they are devoured quite quickly, even by my dogs who are 15 years old and missing nearly half of their teeth. They are better than many other treat brands out there and I do recommend them.