I've very picky when it comes to toothpaste and love a super minty flavor. This toothpaste isn't overly minty, in fact the mint flavor is subtle, but I like it. I've been using it about a week and do notice my teeth are a bit whiter.... not a crazy difference, but a slight improvement. What I find odd is that it's WARM! Instead of the toothpaste feeling cool in my mouth, it instantly warms in my mouth which is weird, but again I think I like it. I'm not sure on price as this came from the Walmart Beauty Box as a sample, but I would look into purchasing.