CINCINNATI — Crest, the nation’s leading toothpaste brand, is expanding its oral-care lineup with the launch of Crest Clean Breath, a daily-use toothpaste designed to neutralize bad breath at its source rather than simply masking odors.
The new product reflects growing consumer concern around breath freshness and confidence. According to a recent survey conducted by Talker Research and Crest, 65% of Americans say they question whether they have bad breath at least once a day, while 91% report that clean breath has a direct impact on their confidence. The findings suggest rising demand for solutions that deliver longer-lasting results throughout the day.
Unlike traditional toothpastes that focus on short-term freshness, Crest Clean Breath is formulated to target and neutralize odor-causing bacteria, which the company says are the root cause of bad breath. With twice-daily brushing, the toothpaste provides 24-hour antibacterial protection, helping reduce the need for temporary fixes such as gum or mints.
“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.”
The research cited by Crest shows that 67% of people say their mouth feels stale within four hours or less after brushing, reinforcing the role that breath fresheners have come to play in daily routines. Dental professionals say a shift toward products that address bacteria rather than odor alone could help change those habits.
“Gum and mints have become a common safety net for people dealing with persistent bad breath, but they’re only temporary solutions,” said Dr. Tara Aboumahboub, a certified cosmetic dentist. She said using a toothpaste that targets the source of bad breath can become part of a broader oral-health routine rather than a stopgap measure.
Crest Clean Breath is now available nationwide through major retailers including Amazon, Target, Walmart, Walgreens and CVS. The product is offered in two sizes, with a suggested retail price of $8.99 for a 4.6-ounce tube and $4.99 for a 2.5-ounce tube, though final pricing is determined by individual retailers.
Founded in 1955, Crest has spent decades building its portfolio across cavity protection, whitening, gum health and sensitivity relief. The introduction of Clean Breath signals the brand’s continued push to address evolving consumer needs with products positioned around both oral health and everyday confidence.
