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Chocolate-flavoured toothpaste launched by Crest

Dental health company Crest has announced the launch of a trio of new flavours of toothpaste that will initially be sold in the US.

Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest will all be available in mass retailers and drugstores and Crest’s parent company Procter & Gamble said the new Be line would deliver unexpected flavors with refreshing cleansing benefits.

Rishi Dhingra, marketing director, Procter & Gamble, stated that Crest is aiming to tap into new trends to develop products that give consumers a unique yet effective experience.

He said: “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.”

The benefits of chocolate in toothpaste have previously been hailed by dentists such as Dr Allan Melnick, who works in California, but John Scarchilli, head of Scientific Communications for Proctor & Gamble, confirmed it is only a flavouring that is used in the new toothpastes.

Mr Scarchilli said: “You don’t expect to find chocolate toothpaste in the aisle. It’s something beyond the everyday sea of mint.”

Dentists are likely to be split on whether or not it is a good idea to have chocolate-flavoured toothpastes available in shops, with Matthew Messina, consumer advisor for the American Dental Association, saying he has “no idea” whether or not it will catch on with the public.

He added: “What’s most important is that people brush for two minutes twice a day with a fluoride toothpaste – no matter what the flavour.”

As a result of Crest’s product launches, dental marketers may be tempted to think about whether they could be using flavoured products to make dental health more appealing for young people.

While the new flavours are only going to be available in the US and online initially, it is likely they will be rolled out to many other countries if they prove to be a success.

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