Procter & Gamble’s Crest launched a new toothpaste brand, Be. And it’s available in three unexpected flavors – Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest.

Rishi Dhingra, marketing director, Procter & Gamble, explained:

“Crest is always looking at trends to develop products that give consumers a unique yet effective experience. Crest Be was developed out of the research and insights that consumers are looking for experiential purchases.”

Dhingra continued, “The new toothpastes not only provide the foundational benefits needed for oral health but allow for an unexpected experience through flavors that offer personal expression.”

The new toothpaste is launching during the first week in February, and retails for $4.99.