Apparently keeping your teeth from falling out of your mouth isn't good enough anymore for young hipsters making lifelong brand loyalty decisions. They want their toothpaste to transport them to the X Games.
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The new toothpastes were released earlier this month, and they have gotten a lot of press. Crest, a division of Procter & Gamble, sells an estimated $2.3 billion annually in toothpaste, second only to Colgate.
While the company is not releasing any sales figures yet on "Be," it told us that research shows this is the sort of product people want: "We've had overwhelming initial responses from consumers who have tried Crest 'Be' and we're looking forward to seeing continued success with the new line."
So ... how do they really taste? Is chocolate flavored toothpaste tasty enough to make someone switch brands, brush more often, go the full two minutes twice a day?
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Does the Lime Spearmint Zest really taste like a mojito?
We had to investigate.
CNBC found some "experiential daredevils," aka. college students, on the campus of the University of Southern California. We also went to the Ostrow School of Dentistry there. Armed with brand-new toothbrushes and spit cups, we conducted a taste test. Here in video are the results.
"I don't think the flavor of toothpaste is really going to make or break anyone's oral hygiene habits," said dental student Omar Kholaki, "but it could be good marketing for the younger kids, as long as they don't swallow it."
—By CNBC's Jane Wells; Follow her on Twitter: @janewells