The Procter & Gamble Company (NYSE:PG) announced today that it is adding "unexpected and fun" toothpaste flavors to its Crest product line. Dubbed "Crest Be," toothbrushers can now clean their teeth with a burst of Mint Chocolate Trek, Vanilla Mint Spark, and Lime Spearmint Zest. According to Marketing Director Rishi Dhingra, the new product line is targeted toward an increasingly large consumer base 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," said Dhingra in a statement today.

Procter & Gamble's press release goes on to say that users can now "explore outside their boundaries, arouse their senses and energize their brushing routine like never before!"

For the eager experimenter, Crest Be will begin to hit shelves the first week of February at a retail price of $4.99.

It's not the first time Crest has tried unusual flavors in toothpaste. In 2003, Crest introduced CrestWhitening Expressions in flavors like Cinnamon Rush, Fresh Citrus Breeze and Extreme Herbal Mint. The line was promoted by Chef Emeril Lagasse and his trademark "Bam!" catchphrase.

-- Material from The Associated Press was used in this report.