CINCINNATI--(BUSINESS WIRE)--Jan 26, 2026--
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.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260126331201/en/
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.
New Crest Clean Breath Toothpaste Neutralizes Bad Breath at the Source for Longer-Lasting, Cleaner Breath
NEW YORK (AP) — On a recent weeknight, three tenants of an aging Bronx building were trading apartment horror stories inside a packed ballroom lined with city bureaucrats.
The occasion was the third in a series of “rental rip-off hearings,” a new forum launched by New York Mayor Zohran Mamdani for disgruntled renters to air their complaints directly to housing officials — and in some cases, the mayor himself.
As she waited in line, Gulhayo Yuldosheva said she worried that noxious mold in her apartment had worsened her child’s asthma. Nearby, her downstairs neighbor, Marina Quiroz, was showing a video of rats scurrying through her kitchen to a representative of the city’s tenant protection office.
Ann Maitin, a longtime resident of the same building, had just met with the mayor.
“He let me go over my three minutes,” she said, holding up a spiral notebook’s worth of grievances.
Mamdani, a democratic socialist swept into office on a promise of zealous tenant advocacy, framed the event as a struggle session for renters, assuring the standing room only crowd that their stories would guide the city's efforts “to actually hold landlords accountable when they don’t follow the law."
To the residents of 705 Gerard Avenue, this raised a practical problem: No one seemed to know who actually owned their building.
“It feels like such a basic question,” said Maitin, a retired Verizon technician who recently organized the building’s tenant association. “You’d think we’d have the right to that information.”
Their situation is hardly unique. As corporate owners and investor groups have grown their share of the rental market in New York City, they are increasingly shielding their identities behind limited liability companies, or LLCs.
The practice, which has also been spreading nationally, is legal. But experts warn it could complicate Mamdani’s promised crackdown, making it harder for the city and tenants to track the chronically negligent owners whose buildings the mayor has vowed to target and even seize.
“There are these big slumlords that everyone knows are doing predatory investment, but pinning them down is going to be difficult, for the LLC reason,” said Oksana Mironova, a housing policy analyst at the Community Service Society. “That’s a problem for the administration, and it’s even worse for tenants.”
For Yuldosheva and her neighbors, finding their landlord is one of many problems afflicting their six-story building near Yankee Stadium.
Heat and hot water outages are regular enough that some tenants keep a thermometer on their fridge and the city’s complaint hotline on speed dial. Common areas are often filthy, and increasingly populated by drug users. Getting help with an urgent maintenance issue “feels like waiting for Christmas in July,” said Maitin.
During a monthslong elevator outage, a tenant who uses a wheelchair, Tommy Rodriguez, said he was forced to “slide down the steps, like a kid.” Calls to the building management about a repair timeline went unanswered, he said.
Growing up in the building in the 1980s, Rodriguez recalled the previous landlord as a friendly and responsive neighborhood presence.
“This felt like a home before,” Rodriguez said. “Now they treat us the same as the rats.”
A large rodent had recently chewed a hole through his couch cushion. He handled the extermination himself, with a two-by-four.
Recently, tenants received a clue about their landlord, following the partial collapse of another Bronx building. The man identified in news stories as the owner of that building, David Kleiner, shared a Brooklyn office with their building manager, Binyomin Herzl.
A handful of tenants visited each of the building’s 72 units, logging an array of decrepit conditions and unusual alterations.
“We didn’t want to become the next news story,” said Yuldosheva, pointing to a crack in the wall of a bedroom shared by her three children — a result, she feared, of the subway that rumbles just below her windows.
Lawsuits show that Herzl has been ordered to pay more than $100,000 for violations across at least six Bronx buildings, several of which were found by a judge to pose an imminent hazard.
Reached by phone, Herzl said he didn't own any of those properties, but simply acted as a middleman between tenants and the true owners, whom he declined to list. “There’s no one landlord,” he said. “It’s a group of investors.”
Kleiner, who was previously featured on the city’s “worst landlord” list, confirmed his partial ownership of 705 Gerard in a brief phone call, but declined further comment.
Herzl, meanwhile, attributed the tenants’ complaints to “normal wear and tear” of a nearly century old building. He said Mamdani should focus on improving the city’s public housing, rather than going after private landlords.
“Our buildings look like five star hotels against his,” he added.
When landlords refuse to address a serious violation, like heat or hot water outages, the city can step in and order repairs, then bill the owner directly.
In the last three years, inspectors have ordered emergency repairs at 38 buildings that list either Herzl or Kleiner as an owner, according to records provided by the city’s housing department. The men have been billed $446,521 for those repairs.
Mamdani has proposed using such fines as a vehicle to bring distressed rental properties under city stewardship, by aggressively pursuing liens on delinquent landlords and buying up their portfolios through foreclosure auctions.
Just as the city can shut down unsanitary restaurants, Mamdani has said, landlords that “repeatedly put New Yorkers at risk will not be allowed to operate in New York City — with no exceptions."
In reality, the process is resource-intensive and legally fraught. It is made more complex by the nest of LLCs often used by landlords to obfuscate the full scope of their portfolios, according to Cea Weaver, director of the Mayor’s Office to Protect Tenants.
“It’d be great to have a better sense of who owns the buildings that we are regulating and overseeing,” she said.
State legislation that would have made it easier to identify LLC owners was recently vetoed by New York Gov. Kathy Hochul amid pressure from landlords.
Kenny Burgos, the CEO of the New York Apartment Association, a landlord lobbying group, said Mamdani’s tenant proposals — including freezing the rent for regulated tenants — would force landlords to cut back on maintenance and services.
“That’s going to take away from the elevator budget, the boiler budget, the heating budget,” he said. “It’s a question of math: These buildings are crumbling because of policy, not because of bad landlords.”
He characterized the rental rip-off hearings as “show trials” that took a “tribal approach” to the city’s affordable housing crisis.
Despite the combative branding — “New Yorkers vs. Bad Landlords,” blares one promotion — the Bronx event mostly resembled a standard constituent service night: City officials fielded questions about local laws, helped residents with paperwork and connected them to service providers.
Maitin left feeling “glad to be heard by someone who can actually do something about the problem,” but felt it was too early to tell “if it’s all talk."
The next morning, she was surprised to find the building’s superintendent applying a fresh coat of paint to a staircase. Outside, workers were removing scaffolding that had been in front of the building for years.
“I think they caught wind of the rental rip-off,” Maitin said. “They’re scared.”
FILE - New York City Mayor Zohran Mamdani speaks during a Rental Ripoff Hearing at Fordham University on Wednesday, March 11, 2026, in New York. (AP Photo/Andres Kudacki, File)
Gulhayo Yuldosheva's children get ready for school in an apartment building where tenants report maintenance issues and pest infestations, in the Bronx borough of New York, Tuesday, March 17, 2026. (AP Photo/Andres Kudacki)
Francisco Medina, left, cleans his apartment next to his relative, Maria Frias, right, in an apartment building where tenants report maintenance issues and pest infestations, in the Bronx borough of New York, Tuesday, March 17, 2026. (AP Photo/Andres Kudacki)
Gulhayo Yuldosheva, 33 , center right, Marina Quiroz, 65, top, pose for a portrait with other two residents in an apartment building where tenants report maintenance issues and pest infestations, in the Bronx borough of New York, Tuesday, March 17, 2026. (AP Photo/Andres Kudacki)
Tommy Rodriguez, right, talks to his relative, Francisco Medina, left, in an apartment building where tenants report maintenance issues and pest infestations, in the Bronx borough of New York, Tuesday, March 17, 2026. (AP Photo/Andres Kudacki)
Marina Quiroz stands in her living room in a Bronx apartment building, where tenants report maintenance issues, pest infestations, Tuesday, March 17, 2026, in New York. (AP Photo/Andres Kudacki)
