I love this toothpaste and I'm really glad I bought it! It is properly concentrated, very minty (with other toothpastes I usually didn't have that freshness), good ingredients and I like it has got fluoride. It lathers very well and I use only a pea size for every brushing. Packaging is a huge plus- the only plastic involved is a lid, tub is aluminium.I read somewhere suggestion that you start providing tubs capped with a thin metal layer that you can then pierce or remove and people could re-use the screw on lid. I think it'd be great idea if feasible! Without the discount, price is a little bit high, that's the only minus, but I think it's definitely worth the price. Keep up the great work.