Evidently, the new flavors were inspired by us consumers, who want more out of our toothpaste than ordinary old cavity prevention, fresh breath, and whitening (yawn). “Crest Be was developed out of the research and insights that consumers are looking for experiential purchases,” according to Proctor & Gamble marketing director Rishi Dhingra, who also emphasizes that the flavors are meant to play to our senses of “personal expression.”

We couldn’t help but wonder if brushing with chocolate toothpaste or the other weird-sounding new flavors would give us that fresh-mouth feeling we’re looking for before we hit the sack — so we gave it a try.

How did it go? Surprisingly well! The Mint Chocolate Trek smells like mint chocolate chip ice cream and tastes sort of like a peppermint patty — oddly, not gross at all.