Over the past couple of years, I have become very conscious of fluoride, and what it actually does to our health. I only drink water that I have filtered through my zero water filter, and chose to no longer use fluoride in my toothpaste. I tried several different brands before finding this particular one, and I have stuck with this one ever since. So I have been using it now for almost 2 years. The flavor is very minty and my teeth and entire mouth feels very clean. It does have the hydroxyapatite in it that is supposed to rebuild and strengthen the enamel. I will take that as an extra plus in the toothpaste but it is not the main reason why I buy this brand. Everyone has their own taste and what they are looking for In their toothpaste, but I highly recommend trying this one. You only use a very small amount, so it lasts me a little over three months.