Crest unveils new chocolate toothpaste

Procter & Gamble's new line has lime and vanilla flavors as well. Because, you know, we totally need more kinds of toothpaste.

By MSN Money Partner Jan 27, 2014 1:52PM
Credit: Crest’s ‘Mint Chocolate Trek,’ ‘Lime Spearmint Zest,’ & ‘Vanilla Mint Spark’

Caption: Courtesy of CrestBy Kyle Stock, Bloomberg Businessweek

Procter & Gamble's (PG) R&D folks seem to have been busy working on their shark-jumping skills.

In a conference call with investors and analysts Monday morning, the consumer-goods giant touted a new line of Crest toothpaste aimed at "experiential"customers (as opposed to people who brush their teeth without "experiencing" the act at all). 

The line, which P&G promises to start selling soon, comprises three flavors: "Mint Chocolate Trek," "Lime Spearmint Zest" and "Vanilla Mint Spark." Here's how the Crest marketing team describes the new paste: "It's a whole new world of deliciousness for toothbrushes everywhere."

To be sure, it's tough to be a giant consumer-goods company. Considering brand loyalty, there are arguably only three recipes for growth in the sector: geographic expansion, making better products, or luring new customers with new offerings.

Chocolate toothpaste is squarely aimed at winning new customers. Maybe it can shake up the toothpaste market the way P&G's Swiffer swept up mop sales or its Tide detergent "Pods" have been cleaning up in the laundry category. But lime and chocolate toothpaste have the flavor of desperation, a strategy stretch for a company struggling to increase sales and fighting criticism that it has lost its innovation mojo.

In the two full quarters since A.J. Lafley slid back into the CEO seat, P&G sales have climbed just 1.3 percent compared with the year-earlier period, while its profit has slumped 6.1 percent. 

The company's biggest releases in that time include a really tough paper towel and a deodorant intended to fight stress-related sweat. Just Monday morning, Barclays analyst Lauren Lieberman told P&G executives that their product pipeline in the last few years has relied on a "massive bundling of benefits," rather than singular innovations.

At least vanilla toothpaste is a bold proposition, though it's hard to imagine it taking over the already ridiculously protracted mouth-cleaning market. The Crest brand alone already has 51 products on seemingly endless toothpaste shelves.

But what do I know? I'm just one man who likes boring toothpaste that doesn't try to taste like ice cream. If Internet DIY recipes are any measure, there are at least a few people out there who want to brush their teeth with chocolate.

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Tags: PG
Jan 27, 2014 3:18PM
Note:  If you have to give your kids chocolate toothpaste to get them to brush, you're doing something wrong. If it's chocolate, kids are going to eat it when no one is around, and they are going to get sick from consuming whole tubes of it.  Toothpaste taste kind of crappy for a reason.  They don't want kids eating it.  That would be weird, brushing your teeth with chocolate and sugar to get rid of the chocolate and sugar. 
Jan 27, 2014 3:38PM
I think it might be fun to try just to break up the monotony of the same flavored toothpaste. This is no different than the 70's when cinnamon was the new experimental flavor. If you don't want to try it, don't.   I guess some people complain just to have something to complain about.
Jan 27, 2014 3:03PM
Mint Chocolate of course... but is it Dark Cnocolate?
Jan 27, 2014 2:49PM
They did vanilla mint years ago and no one bought it. The lime spearmint is a tad intriguing though.
Jan 27, 2014 3:40PM

I have been wanting to buy chocolate toothpaste for YEARS.  I'd also like to see a company come out with a banana split flavor.  My dentist's office offers those flavors when they do the deep cleaning.  I'd love to be able to do those flavors daily.


Jan 27, 2014 3:39PM
Jan 27, 2014 4:37PM

Nasty......... Why? I wouldn't want my breathe to smell like a damn birthday cake right after I brush my teeth.  Not to mention peoples little kids will eat it. I totally see this being on the tv show where people eat weird stuff.

Jan 27, 2014 6:49PM
sounds like I would need to brush my teeth after brushing my teeth with this tooth paste. 
Jan 27, 2014 3:18PM
Jan 27, 2014 5:26PM
Reminds me of one of my brothers who ate a whole package of chocolate flavored EXLAX! He had the runs for a week. LOL!

Jan 27, 2014 4:52PM
What the hell is the next flavor...PU----- Nah I ain't gonna go there..
Jan 28, 2014 12:30AM

Considering 99% of all toothpaste including gels, are mint flavored.  I'm ready to try it.  I hate mint.

Jan 27, 2014 4:30PM

Really? Why? This makes no sense and is counter intuitive. If you can't get kids to brush your teeth without something that tastes like candy this you have issues as a parent. You are brushing your teeth, not eating dessert. Crest, want to sell more product and save money? Then trim your offerings and focus on a good quality toothpaste that does what it claims. More flavors doesn't mean anything. True, I don't want toothpaste that tastes like $hit (no need to be like your eating a candy bar either), but rather I want a toothpaste that is of good quality and works. So stop focusing on the gimmicks and just give us a good quality product.

I think its time

Jan 27, 2014 6:43PM
Chocolate flavored toothpaste?  Really?  Yes, another reason to want to brush my teeth!
Jan 27, 2014 3:24PM

How about going back to and actual paste instead of the watered down consistency currently offered.

Remember when using  toothpaste you did not have to cover the toothbrush to have enough to actually work well?

Jan 27, 2014 9:37PM
They made vanilla mint toothpaste a long time ago, and I have been begging them to bring it back.  I'm glad they listened, but it's stupid that they're calling it something new.
Jan 27, 2014 7:39PM
The irony there since there is a warning label on the back of toothpaste which states to contact Poison Control if a person ingests too much; which is also ironic since the mouth is one of the most absorbent parts of the body ...
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