I have used this brand for close to 2 years and had serious side effects with gums. After brushing the newer germs seems to become extremely powerful and seems to indicate a superbug bacteria. I had to brush every 3 hours to control this menace until it got worse and I switched paste and the problem died. If you have gum problems these superbugs can cause health problems, otherwise it will go unnoticed . But the bottom line is this paste is not a good at it’s job in the long run. Don’t be fooled by the initial awesomeness.