My preteen is the pickiest person ever when it comes to toothpaste. They are either too "spicy", or too "gritty", or it leaves a weird film, etc. I received a sample of this toothpaste, fully expecting her to not like it. She loved it, in fact she kept the empty container and took a pic, so we wouldn't forget the type/brand. Ingredients are wonderful, price is fantastic, and the fact that my kid actually WANTS to brush her teeth with this....holy smokes you guys, you've literally changed her attitude towards her dental hygiene!! Thank you, I can't say it enough!!!!