This product really left an incredibly clean feeling after brushing, as well as fresh breath.

Don't know what it is but something in this toothpaste let me know I'm doing nothing but good by using it and great taste, put together with the Oral-B toothbrush, unbeatable

it really cleans and the taste is great. My mouth felt fresh for hours.

Very impressed, really liked the fact it's antibacterial. The Bicarb left my mouth feeling squeaky clean and the flavour left my mouth tasting and smelling fresh.

Excellent product. Could the company make a pack of small sizes for sale as they are perfect for travelling?

Got my free sample and tried. It really improved tartar and gum problems.

It was quite strong in taste compared to others I've used.

Loved it, felt a bit gritty to start, but does exactly as the advert says... teeth feel clean in the morning, (breath is the same lol) will be buying it from now on!

Having seen the advert (squeaky teeth!) I was extremely disappointed in this expensive toothpaste. I can't speak to the protection claims (testing would be needed) however it did not leave my mouth feeling clean and fresh. Unless I rinsed with mouthwash my mouth felt muddy. My regular "own brand" toothpaste plus mouthwash leaves my mouth feeling much fresher.

When the toothpaste first hits your mouth, it feels quite gritty in texture & the flavour is strong. Once you start brushing the grittyness disappears, and your teeth feel extremely clean and your mouth feels really fresh. The flavour is reminiscent of the cinnamon flavour Dentyne chewing gum. After the initial shock, I really liked this toothpaste & fresh my mouth felt.