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Arm & Hammer Advanced Whitening Toothpaste is a recognized brand, and one that does have some good products.Their toothpaste just isn't one. I don't like the taste or texture of this product. It feels gritty and I think there is to much baking soda and not enough dental ingredients. I haven't had any whitening benefits from my use with this product. There are far better toothpastes out there, this is not for me.