Supplier News Breaks Archives
Crest Be brings unique tastes to toothpaste
January 29th, 2014
CINCINNATI – Crest has added a twist to its oral care lineup with Crest Be, a new line of toothpastes described as combining "unexpected flavors with refreshing cleansing benefits."
The Procter & Gamble brand said Tuesday that Crest Be toothpastes provide cavity protection, cleaning, fresh breath and whitening and come in three unique flavors: Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest.
According to P&G, Crest Be Lime Spearmint Zest provides "a fresh, juicy and fragrant taste and finishes with a touch of lingering coolness," while Crest Be Vanilla Mint Spark leaves "a unique minty aftertaste that is cool and refreshing." Crest Be Mint Chocolate Trek begins with a rich, creamy cocoa flavor that "evolves into a minty cool sensation," the company said.
The new toothpastes were developed by an expert, in-house team of flavorists at P&G.
"Crest is always looking at trends to develop products that give consumers a unique yet effective experience," stated Rishi Dhingra, marketing director at Procter & Gamble. "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."
Crest Be toothpastes are slated to hit store shelves starting the first week of February and will retail for $4.99.