I bought this toothpaste for my youngest son because he hates the taste of almost every other toothpaste. It's either too hot or too spicy, and it had gotten to be a real struggle to get him to brush his teeth. He was using a watermelon flavored toothpaste before this one, but he asked me too look for blueberry flavored toothpaste since he loooooves blueberries! He absolutely loves this toothpaste and has no problem's now brushing his teeth! Thank you, thank you, thank you so much for this toothpaste! We will definitely be purchasing more of it.