P&G Looks To Change Children’s Toothpaste Market With Crest Kids Color Changing

Color of the toothpaste, which P&G North America oral care chief says is “only one of its kind on the market today,” changes from blue to pink after two minutes of brushing.

P&G's Crest Kids Color Changing line includes toothpaste and Oral-B Kids manual, battery power and electric toothbrushes. • Source: P&G

The US children’s toothpaste market replete with flavors from vanilla to chocolate and from marshmallow to watermelon features another differentiating feature with the launch of Crest Kids Color Changing.

Procter & Gamble on 15 March announced that with the Crest Kids bubblegum-flavored line extension it’s “harnessing the magic...