We were looking for a toothpaste that could do it all, from sensitivity to high fluoride to whitening, and at a reasonable cost. This fits the bill! I had a dentist cleaning today after using this consistently twice a day for 3-4 months and it was a successful visit, so it's likely effective on the points it says. I also love the intense peppermint flavour - it leaves my mouth feeling fresh and clean for quite some time. It is, as the name indicates, an intense peppermint flavour, so if you don't like peppermint, don't buy this. But if you do like this, you may enjoy it too!