Before using Reach Total Care Plus Whitening mint floss, I never imagined I would have a "brand loyalty" to dental floss. I mean, I always thought floss was floss, right? WRONG! This is not your typical dental floss. Our dentist gave us a sample of it 2-3 years ago and when I tried it, I instantly loved it. It is STRETCHY, like a long, skinny, flat rubber band. When I floss with it, it stretches and gets in between my teeth better than any other floss I have ever used, then it's easy to stretch it just enough to pop it right back out. I have tight teeth, so using non-stretchy floss can be a little difficult to pull back out. Not only that, but it's like nails on a chalkboard to me! That is NOT an issue with this floss. When I used up the dentist's sample, I found a full size one at the discount store, then when I used that one up I could not find it again. I looked and looked. I tried every other brand of floss and I hated them all. I finally just started using waxed floss again, and gave up ever finding this wonderful floss. Then one day I decided to try to look on Amazon. I could not remember the name of the floss, so I looked at some reviews to see if any of them mentioned that the floss was stretchy like a rubber band. I found them on this floss, so I ordered it hoping it was the same floss the dentist had given us. I was SO happy to see it was! I ordered two packages of it, which will last me awhile...so I hope that when I need more floss, I can find this again! As for the whitening aspect of the floss..honestly, I don't care about that. I can't imagine how dental floss can help much with whitening your teeth and I did not buy this floss to whiten my teeth. I bought it because I wanted my stretchy floss back, and now I have it! Please do not ever discontinue this floss!!! I will continue to be a loyal customer as long as it exists!