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Crest Introduces Chocolate Toothpaste

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Photo_crest_be_imagesLooking for an unusual Valentine’s Day gift? How about chocolate…toothpaste?

Procter & Gamble, makers of Crest products, have introduced “Be”, a new line of toothpastes in unexpected, (read, weird), flavors including Mint Chocolate Trek.

Other flavors are Vanilla Mint Spark and Lime Spearmint Zest.

In a press release, the company explained the reasoning behind the new line this way:

“Crest Be was developed out of the research and insights that consumers are looking for experiential purchases. The new toothpastes not only provide the foundational benefits needed for oral health but allow for an unexpected experience through flavors that offer personal expression,”  said Rishi Dhingra, marketing director, Procter & Gamble.

(Really? HPhoto_crest_be_imagesaving breath that smells like a Junior Mint is “personal expression?”)

According to the company, the line was developed by an in-house team of “flavorists,” who describe the flavors’ top notes, undertones and finishes with the gusto of restaurant sommeliers.

“Crest Be Mint Chocolate Trek opens with a rich, creamy  cocoa flavor that provides an indulgent and decadent experience. Got an adventurous spirit or a sweet tooth? The cocoa flavor evolves into a minty cool sensation and ends with a lingering fresh feeling.”

“Crest Be Lime Spearmint Zest starts out with a fresh, juicy and fragrant taste and finishes with a touch of lingering coolness. The lime enhances and compliments the spearmint flavor, delivering a unique and dynamic brushing experience.”

“Crest Be Vanilla Mint Spark plays off of a favorite combination with two notes that blend incredibly well. The vanilla provides a contrast to the sharpness of the peppermint and this       toothpaste will leave a unique minty aftertaste that is cool and refreshing.”

Crest’s Be toothpastes will be on shelves the first week of February and retail for $4.99. The products can be found in drugstores, mass retailers nationwide and on www.crest.com/be.