Procter & Gamble announced that it is launching a line of Crest toothpastes called "Be" that featuring nontraditional flavours including Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest. The new line comes as Procter & Gamble turns toward new product innovation to spur growth in developed markets like the U.S. P&G Marketing Director Rishi Dhingra said the toothpastes were designed to "allow for an unexpected experience through flavours that offer personal expression. Procter & Gamble is trying to offset slower growth in developed markets with cost cuts and by expanding in emerging markets.

It is also focusing on new products in developed markets like the U.S.