It is very unfortunate, that a product that works so well, needed a new label. I don't see any difference in the ingredients compared to the previous packaging, but the new one says "whitens." As a Hygienist, I steer all of my patients away from the whitening toothpastes (sensitivity, lack of adequate plaque control, etc...). And now, being one of only three OTC non-whitening toothpastes that provide full protection, Colgate decided to join the ridiculous marketing strategy and slap "whitens" statement on the label. Come on, guys, do we really need WHITE teeth, or do we just need a good toothpaste that will clean them and provide a healthy intra-oral environment...?