I bought this at my vet's very reluctantly, because "malt flavor" sounded somewhat iffy to me. But surprisingly enough, all three of my dogs enjoy the taste and I have found that if you have the right toothpaste, brushing isn't half as hard as you might imagine.
Ultimately, we got somewhere between 200 and 250 brushings out of this 70 gram tube. This was for small-mouthed dogs (Chihuahuas) who do not attempt to eat the toothpaste off the brush before the brushing begins. However, I put only a tiny bit on the brush, so your mileage may vary.
My vet praised my Chi's teeth the other day, so it definitely works.
If you are hesitating to give it a try, start with this one or the poultry flavor, also by CET (almost every animal seems to love the poultry version). Also, be sure to check out the various sizes of toothbrushes CET makes. Mine hated brushing with the smaller end of the "dual tip brush" that came in the starter pack and needed the one sized for cats, and they are much more willing to have their teeth brushed now.
[Edit to add: I finally switched to using toothbrushes designed for babies in order to save money over the ones designed for animals. Get ones with as short and soft a bristle as possible. If the bristles are too long, you end up distending the dog's cheek/lips, which makes them hate getting their teeth brushed.]
Beware of shipping charges on these items, though!
[Edit to add: It seems that depending on the seller, you can sometimes order multiple items all for the same shipping charge, and some sellers switch to free shipping once you hit a certain dollar amount in purchases. Try playing with the number of items to be purchased simultaneously (at the top right of the main product page) and see how the shipping fees change for various sellers.]