For tweens, a revolution in dental hygiene

Consider the awesome power of the tween market, the 17 million kids in the U.S. between the ages of 10 and 13. Then contemplate how many teeth they have -- and how important it is to keep them clean and shiny.

Enter Crest, the toothpaste icon that's been taking care of teeth for generations. A recent rollout is Wild Expressions, a flavored tooth gel created to attract the youth market. Packaged in vivid red and orange, Wild Expressions comes in such unexpected flavors as cinnsational swirl (that's cinnamon) and burstin' bubblegum (yes, it tastes like gum.) The flavor is slightly sweet rather than medicinal, yet Wild Expressions contains the same cavity-fighting ingredients as more staid toothpastes.

The packaging has elements even grownups will appreciate. The container fits easily in a small palm. Unlike a traditional toothpaste tube, it has a flat bottom so it won't topple over on the counter. It has a flip-top lid, so nobody gets yelled at for leaving the cap off the toothpaste. The suggested retail price: $2.99 for a 4.6-ounce container.