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P&G's Chocolate Toothpaste: Innovation or Desperation?

P&G's Chocolate Toothpaste: Innovation or Desperation?
Courtesy Crest

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

In a conference call with investors and analysts this 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.”