Crest will introduce chocolate toothpaste next month as part of a tasty new campaign. The new “Be” line will include Adventurous Mint Chocolate Trek, Dynamic Lime Spearmint Zest, and Inspired Vanilla Mint Spark. The new flavors will debut in February and are expected to cost around $5 per tube.
The toothpaste company said the exciting new flavors will allow consumers to “explore outside their boundaries, arouse their senses, and energize their brushing routine like never before.”
Crest describes the lime spearmint flavor as juicy and refreshing “with a touch of lingering coolness.” The vanilla flavor combines tingling peppermint with creamy vanilla. The result is a “unique minty aftertaste that is cool and refreshing.” Crest’s chocolate toothpaste is described as beginning “with a rich, creamy cocoa flavor that provides an indulgent and decadent experience.” The cocoa flavor eventually leaves a cool minty aftertaste.
Although the descriptions sound like a dessert menu, the new line does not contain any ingredients that compromise oral health. The “Be” line contains the same components as traditional toothpaste, including sodium fluoride, which prevents cavities. The new line simply adds a unique combination of flavors.
Crest is owned by Proctor & Gamble, which manufacturers health, beauty, cleaning, household, and personal care products. Crest sells more than 50 different type of toothpaste and oral hygiene products.
Proctor & Gamble head of Scientific Communications, John Scarchilli, said consumers surveys inspired the new line. Scarchilli said customers are bored with the traditional spearmint, peppermint, and wintergreen flavors. As toothpaste is expected to be cool and refreshing, Crest found a way to combine mint flavors into unique combinations.
Schachilli said the new flavors were created with “flavoring-and-cooling technology.” The chocolate toothpaste, for example, begins with a creamy chocolate flavor. After approximately 30 seconds, the flavor transitions into a cool mint, which leaves the mouth feeling fresh and clean.
Matthew Messina, with the American Dental Association, said flavor is the least important component of toothpaste. According to Messina, the most important ingredient is fluoride. As reported by ABC News, the ADA recommends brushing at least twice every day for at least two minutes each time.
Although the new flavors are not more or less effective at fighting cavities, they may inspire consumers to brush more often and for a longer period of time. The flavors may seem unusual. However, according to Proctor & Gamble, consumers are simply bored with their traditionally flavored toothpaste.
Consumers will have an opportunity to try Crest’s chocolate toothpaste beginning next week.