P&G's new Crest Be aims to offer 'unexpected experience'

CINCINNATI — Procter & Gamble announced on Tuesday that it is launching a line of innovative, exciting flavors under a new brand that clearly is aiming to take some wind out of the sails of the upstart Hello brand.  



The new Crest Be line of toothpastes combines unexpected flavors — Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest — with cavity protection, cleaning, fresh breath and whitening benefits.



“Crest is always looking at trends to develop products that give consumers a unique yet effective experience,” stated Rishi Dhingra, marketing director for P&G. “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 also allow for an unexpected experience through flavors that offer personal expression.”



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 complements the spearmint flavor.



Crest Be Vanilla Mint Spark plays off of a favorite combination with two notes that blend 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 Be Mint Chocolate Trek opens with a creamy cocoa flavor that provides an indulgent and decadent experience. The cocoa flavor evolves into a minty cool sensation and ends with a lingering fresh feeling.



The new Crest Be toothpastes will begin to be available the first week of February and will retail for $4.99 each.