Tesco Value toothpaste is generically generic - at least in terms of the package. Tesco is the largest grocery chain in the UK. They have expanded to many other parts of the world, including some stores in Nevada and California ("Fresh & Easy Neighborhood Markets" - which sound like an interesting concept - mixing a grocery store, convenience store and a health food market's ready-made meals section). My guess is that the US stores do not carry this toothpaste.
Appearance: white paste. Taste? Surprisingly good! It's slightly sweet without being overly so. It contains flouride, of course. It would make a great daily-use paste.
Thank you to Ed, who lives in England. He very kindly brought it over to these shores for me.