Plus+White
(Why say "Plus" and "+" in the title, for starters??) This is unique - a toothpaste for coffee drinkers. I'm that, for sure, so I had to try it. Color? Like the original Crest. Taste? Standard mild-minty. Rating? A pass. I didn't notice any change in my teeth color. But then, I'm not a "White Strips" user. If you go to their site , they have branched out in their marketing a bit. (I bought this tube probably 6 years ago, and they have changed their packaging - if not everything.)