Crest Introduces Chocolate Toothpaste


U.S. oral care company Crest will be releasing a new line of chocolate-flavored toothpaste in early February. The endeavor called “Be” features non-traditional flavours including Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest.

The owner of Crest, Ohio firm Proctor and Gamble assures that its “rich, creamy cocoa flavor provides an indulgent and decadent experience.”

P&G Marketing Director Rishi Dhingra says the toothpastes are designed to “allow for an unexpected experience through flavours that offer personal expression.”

“Got an adventurous spirit or a sweet tooth?” the release said. “Well, then this is the toothpaste for you. Now consumers can explore outside their boundaries, arouse their senses and energize their brushing routine like never before.”

Chocolate, like red wine and black tea, is rich in tannins. Tannins are compounds that give food an astringent flavor and make your mouth feel dry.

Crest’s new toothpaste is formulated not to leave a tannic flavor in your mouth.

In 2003, Crest introduced Crest Whitening Expressions in flavours like Cinnamon Rush, Fresh Citrus Breeze and Extreme Herbal Mint. The line was promoted by Chef Emeril Lagasse and his trademark “Bam!” catchphrase.

The company has said it has updates to its Crest 3D White oral care products, new Old Spice products like shampoo and conditioner and a new Pantene formula all are awaited to be released.