I have been using Aquafresh toothpastes since I was a child, and I refuse to use anything else! I love that this one foams up so much: it really gets into all of the nooks and crannies of your mouth, and even if it's not necessarily killing germs or destroying plaque, it's certainly freshening your breath. My breath stays minty far longer after using this toothpaste than with any other. The taste isn't a typical mint/spearmint flavor, but it's still fresh and clean. I didn't notice a visible difference from the whitening factor, BUT it also didn't hurt my sensitive teeth, so I'm okay with using this longer term to try and see more effects.