Given that it's called strong mint flavour, I was expecting something a bit more knock-your-socks-off than what this toothpaste actually delivers, which is a natural peppermint taste that's moderately, tastefully strong. Whereas most toothpaste nowadays has a soft, gel-like, almost soapy texture, this is firmer stuff that you could almost grout tiles with. Principle ingredient is calcium carbonate, which is probably responsible for that mineraly chalk paste texture. I mean this in a very positive way, because it provides a great polishing effect which makes you want to lick your smooth, shiny teeth after using! It leaves behind no chemical off-taste, but a nice fresh minty taste after use. I will definitely buy again, and I'm intrigued by the other flavours they offer. It's pricey, but less is more with this thick toothpaste. If you put too much of this on your brush, it doesn't all dissolve in the mouth and you just end up spitting it out. A little dab'll do yer.