I wasn't sure I'd like a toothpaste that wasn't "Minty" however, it turns out I love it instead! I had the Apple & Kiwi, which is my favourite, the peach is lovely too. My teeth feel clean and gleaming, I can't say I've noticed them being any whiter, but they are still looking good. I really like knowing there's no nasties in the ingredients, so although more expensive than shop bought brands, I'm happy to pay the extra for a quality product made in the UK.