Mint Chocolate Trek "opens with a rich, creamy cocoa flavor," Crest notes in a release about the upcoming product. "Got an adventurous spirit or a sweet tooth?" Crest asks. "Well, then this is the toothpaste for you. Now consumers can explore outside their boundaries, arouse their senses and energize their brushing routine like never before."
Mint Chocolate Trek contains only chocolate flavoring, no actual chocolate. And John Scachilli, head of Scientific Communications for Proctor & Gamble, Crest's parent company, told ABC News that Crest's Be line (the flavored line) isn't that different from other toothpastes on the market: It protects teeth with sodium fluoride, found in regular Crest and most other toothpastes.
The abilities of competitor pastes to "arouse the senses" and "explore boundaries" have not been assessed in a peer-reviewed study – at least not yet.