I've toyed with the idea of buying something a bit more eco friendly in the toothpaste department for a long time, but with them generally being more expensive, and not being sure of the 'mouth-feel' and results, it put me off, but I'm glad I tested Ben & Anna whitening toothpaste. It's very smooth textured, has a slight foam which is smooth too, and a good strong minty flavour which isn't very sweet, as some mainstream commercial toothpastes are. It lasts well in the mouth whilst brushing too, so after at least two minutes, there's still paste in there, it hasn't all dissolved away. Not sure of any whitening effects but to be honest I wasn't really looking for that. But definitely will repurchase!