I got a 15ml sample of Oral-B Pro-Expert as a part of pregnancy goody bag, and after giving it a try this way I also purchased full size, 75ml version.

It comes in usual old-fashioned white-and-blue tube packed in a blue paper box (what a waste, although both are recyclable). Promises on the packaging include all-around protection - cavities, gum, plaque, sensitivity, enamel, tartar, whitening, breath, and that it protects the areas dentists check most (not sure what to think of that - perhaps that it's suitable for cheaters that don't go for clean teeth just want to fool their dentists???).

It comes in a flavor "clean mint" which is slightly sweet but very fresh, and very, very pleasant. Toothpaste itself is blue in colour and has a bit grainy/sandy texture. I find it to be just the right thickness - doesn't leak off the toothbrush before bringing it to my mouth, but it doesn't stick and stain the basin if it drops off a bit. When brushing it creates enough lather.

I can't really comment on long-term effect as I am (and will be) using other toothpastes as well, but I think it's just as good as any other toothpaste available on the market - it is antibacterial and fluoride,
and I was very happy with clean effect the sandy texture left on my teeth. The aftertaste is also pleasant but doesn't last too long (to my preference).
It promises to tackle sensitivity, even not as it's primary target - I must say I had a bit of bleed, but during the pregnancy I didn't yet find a toothpaste that would help that (not even specifically toothpastes for sensitive teeth), so no minus point there from me.

Ingredients: Glycerin, Hydrated Silica, Sodium Hexametaphosphate, Propylene Glycol, PEG-6, Aqua, Zinc Lactate, Sodium Lauryl Sulfate, Aroma, Sodium Gluconate, Silica, Carrageenan, Trisodium Phosphate, Stannous Fluoride, Mica, Sodium Saccharin, Copernicia Cerifera Cera, Xanthan Gum, Cl 77891, Limonene
Sodium Fluoride, Cl 74260, Cl 74160

This is for me the only down-side of the toothpaste, although very common within drug-store range of toothpastes. I think it's fair to mention at least few known side effects - Sodium Hexametaphosphate can cause irritation and organ toxicity (it's added as a preservative), Sodium Lauryl Sulfate creates that pleasant lather but is also rather strong irritant and cannot me metabolised by liver, PEG 6 is emulgator that can cause nausea, bloating and in higher concentrations diarrhoea, etc.
As mentioned in concentrations that are used all these chemicals are clinically approved by authorities, so it's just about personal preferences whether you give in, or try your best to avoid - I do try to avoid, however buying natural or organic toothpastes can be very expensive, plus I don't generally like their texture. Whatever you think, it's probably good to avoid swallowing, always rinse out properly, and perhaps don't let children that could swallow it use it.

A 75ml tube costs £3.49 in Boots, but can be found in different promotions (3 for 2, etc). I would say it's quite expensive, but not unaffordable, and the effect of clean teeth is better than after using cheap cheap toothpastes. One star taken off for the ingredients.