I have used recognised branded toothpaste for sensitive teeth, like Colgate, Sensodyne, Oral B, Arm and Hammer over the years. Branded and recognised equalled 'good toothpaste' in my mind. Was on the fence about using a brand like Zing that's not so well recognised but I was surprised! It helps my teeth deal with sensitivity while eating/drinking and maybe (I hope) it's repairing slowly too. Very happy, have purchased 2 Zing toothpastes so far and looking forward to continuing to do so.