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P&G Debuts 'Crest Be'

By Melissa Meisel | January 28, 2014

Billed as a fun new flavor-filled line.

An innovative new line of toothpastes that combines unexpected flavors with refreshing cleansing benefits, the latest addition to the Crest collection is Crest Be ($4.99 each).

The line features three new, bold and exciting flavors including Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest. Each toothpaste provides the efficacy expected from Crest including cavity protection, cleaning, fresh breath and whitening, said the company.

“Crest is always looking at trends to develop products that give consumers a unique yet effective experience,” said Rishi Dhingra, marketing director, 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.”

The new Crest Be toothpastes will begin to be available the first week of February. The products can be found in drugstores, mass retailers nationwide and on

Innovative toothpastes are all the rage right now - as seen with recent mass market launches of oral care such as Hello, as previously reported by Happi.
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