As white toothpastes go, this is one that will offend no one. The taste is a little less sweet than your average white minty paste from the States. And it has no hint of wanting to jump down your throat with ultra-bold flavor, like some toothpastes.
I like the fact that it has flouride. I can brush with no guilt - or at least with no feeling that my teeth will be less healthy in the long run.
ICA is the largest supermarket chain in Sweden. Since I have never been to that fair country, I am thankful to the brother of my friend Ted, who visited his relatives there this summer and brought back two toothpastes for the International Toothpaste Museum. He visited ICA on my behalf (though I suspect he got some groceries during that visit as well.)