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Crest launches new flavoured toothpastes


After feedback suggested that customers found the range of toothpastes on offer boring, US company Proctor & Gamble has launched a new ‘Be’ line of products as part of a reinvention of the Crest brand. The new line will include Vanilla Mint Spark and Lime Spearmint Zest; all flavours will still contain fluoride to help fight cavities and keep the teeth healthy.

The Mint Chocolate Trek flavour, costing £3, could soon find its way to Britain if the company takes notice of the customer opinions on current toothpaste choices. Head of scientific communications for Procter & Gamble, John Scarchilli, said that perfecting the exact flavour for the toothpaste was sometimes tricky. He said ‘We actually use a proprietary flavouring-and-cooling technology that delays the onset of the mint, to let the chocolate make the first impression. Holding back the mint long enough – 30-to-40 seconds – lets the chocolate be satisfying.’

Spokesperson for the company, Michelle Lohman, said that customers in the USA could expect to see the line in stores during the first week of February and it is expected to enter shops in Canada shortly after; no news yet on whether the line will be launched in the UK in the near future.

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