I thought it was an odd taste. nope It tastes a bit minty, but not like in the store. The color is slightly whitish. The consistency is just enough for the toothpaste to stay on the toothbrush head while brushing (which means it's not so thick that once it's in your mouth it clumps to one side while continuing to brush the rest of your teeth brushing because it fell off your electric toothbrush). A bit tough when trying to loosen the paste from the tube to the brush head. The taste is pleasant - not at all unpleasant or greasy/bitter/distinct flavor! And I love the fact that it doesn't contain fluoride, the main reason I bought it.
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