I'm a bit of a teeth nut. I bleach at least one a month so anything that promises to remove up to 80% of surface stains is right up my alley. It's a bit grainy, which I love. It's almost like a face scrub for teeth-making it feel like it's really doing something. The taste is minty but more spearmint than that super strong mint that almost burns your tongue. I've been using it for more than a week and I must say I haven't noticed much change in teeth color though.
Odd side note- love the tube because the cap is big and flat. The tube can stand up in my medicine cabinet.