I was been eyeing on this toothpaste before it cost almost $7.00 for this medium size tube and to think that it is not loaded with toothpaste inside. I like to drink coffee, soda and eat chocolate too. They are not good for the teeth as they can cause discoloration. I am not that vain I mean not anymore. Since, I got married I stop spoiling myself. I turned spoiling my kids. Anyway, I bought this toothpaste and yes, I like it because it works. Only too expensive. I cannot afford to use this for a long term as I cannot live without drinking coffee and soda. Just enough for me to knew that this product works.