I’ve always been irritated at the prices toothpaste companies charge for their products, but never thought there was a decent alternative until now. Had never heard of Ultrabrite until I read in Consumer Reports that Ultrabrite is the only toothpaste that can actually whiten your teeth. OK, so next time I needed toothpaste I found Ultrabrite on the bottom shelf at WalMart for 97 cents for a 6 oz tube. Beats the other brands’ prices by a couple of bucks. Ultrabrite is a P&G brand, tastes fine and costs 97 cent a tube – must be a mistake of some type. They even have a baking soda version for the same price. Get em while you can – P&G will probably raise the price when demand goes up.