I go out of my way to buy this brand and here's why: at first I was concerned about using a toothepaste without floride - but floride is getting a VERY bad rap these days. Now the anti-bacterial formula in THIS toothpaste is as good or better than floride. It does a great job of keeping my teeth fresh and clean. If I'm having gum pain due to particles getting in and around my crowns and bridgework, I just head to the sink and brush with "Jason" - and the pain goes away. This is MY brand from now on! I have total confidence in it and can say NO more crest - NO more floride!!