It’s late January, so unless there’s a version of April Fools’ Day this month, Crest isn’t kidding when it said Tuesday it has introduced a line of toothpaste with flavors that include chocolate and vanilla.

A team of Procter & Gamble in-house “flavorists” developed the line of flavored toothpaste, the company said. With names like Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest, the toothpastes are touted to have the same cavity protection and cleaning qualities of conventional toothpaste.

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

The descriptions for the three flavors read like pitches for decadent desserts. Crest’s chocolate mint toothpaste “opens with a rich, creamy cocoa flavor” and “evolves into a minty cool sensation.”


(That raises the question: Is there a wine pairing for that too?)

The company said the toothpaste will retail for $4.99 and will be sold in drugstores and other retailers beginning in February.

Oh, and if you’re still skeptical that the line of toothpaste is real, here’s an advertising spot created for the Crest line.