This has been my favorite toothpaste and I introduced it to my husband who loves it as well. There is no other on the regular market to match in being non abrasive, clean the teeth great, whiten and brighten, and have an excellent taste. Recently because of mouth and tongue sensitivity issues, my dentist witched me to Cari Free. However it is very expensive and when I travel, or go to the gym to work out, I take the Sensodyne with me as an alternative. My husband however continues to use this product. I highly recommend it.