Crest’s new game-changing toothpaste targets odor-causing bacteria to deliver noticeably cleaner breath for all-day confidence
CINCINNATI–(BUSINESS WIRE)–Crest, the #1 toothpaste brand in America, today announced the launch of Crest Clean Breath, a new daily-use toothpaste formulated to neutralize bad breath at the source. Unlike basic toothpastes that simply mask bad breath, Crest Clean Breath gets to the root issue by targeting and neutralizing odor-causing bacteria, delivering noticeably cleaner breath that lasts.
Having clean breath is top of mind for many Americans: in a recent survey conducted by Talker Research and Crest, 65% of people say they question whether they have bad breath at least once a day 1, while 91% report that clean breath impacts their confidence. These findings underscore a growing demand for solutions that go beyond temporary freshness.
“We know consumers are frustrated by having to continually fight against bad breath when it comes back throughout the day,” said Dr. Svetlana Farrell, DDS, PhD, Oral Care, North America at Procter & Gamble. “With Crest Clean Breath, we wanted to create a solution that delivers cleaner breath that truly lasts – helping people feel confident from morning to night and in the moments that matter most.”
For many, mints and gum have become a daily crutch for bad breath. In fact, 67% of people say their mouth feels stale within 4 hours or less after brushing their teeth, making these bad breath quick fixes feel unavoidable. Crest Clean Breath changes that routine by neutralizing bad breath bacteria at the source, helping continuously eliminate bad breath bacteria to deliver longer-lasting cleaner breath and 24-hour antibacterial protection 2.
“Gum and mints have become a common safety net for my clients dealing with persistent bad breath, but they’re only temporary solutions,” said Dr. Tara Aboumahboub (@dentara_), certified cosmetic dentist. “What many don’t realize is that switching to the right toothpaste, like Crest Clean Breath, can provide a solution that doesn’t just cover up bad breath momentarily, but targets the source and becomes part of your overall health routine.”
Crest Clean Breath is now available at retailers nationally, including Amazon, Target, Walmart, Walgreens and CVS. Shoppers can choose between two sizes of the all-new toothpaste: 4.6oz for $8.99 MSRP or 2.5oz for $4.99 MSRP 3.
1 Talker Research surveyed 1,000 general population Americans who have access to the internet; the survey was commissioned by Crest and administered and conducted online by Talker Research between Dec. 15 and Dec. 18, 2025.
2 With twice daily brushing.
3 All pricing decisions are at the sole discretion of the retailer.
About Crest
Since its launch in 1955, Crest has been at the forefront of oral care innovation, empowering healthier smiles for 70 years. Backed by decades of research and trusted by dental professionals, Crest offers a full portfolio of products designed to meet the evolving needs of families and individuals, from cavity protection and enamel strengthening to advanced whitening, gum health, and sensitivity relief. Beyond toothpaste, Crest provides comprehensive oral care solutions, including mouthwash, whitening treatments, and daily regimens that work together to help maximize the benefits of brushing.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.
Contacts
P&G Oral Care Communications
Tami E. Jones, Jones.te.1@pg.com
Zeno Group
Crest@zenogroup.com
