Cookie kingpin Keebler, famous for its “Hollow Tree” elfin lore, got in on the April Fools’ Day antics by promoting a fake line of toothpaste inspired by their famous baked confections, and people found it sweet.
In the spirit of the holiday, Keebler unveiled Hollow Tree Toothpaste on its Instagram page. The lineup's flavors include Fudge Fresh, Elf Enamel, Cookiepaste, Shortbread Shine, and Brownie Brush and promise the taste of their iconic cookie flavors without the tooth decay.
As for this writing, more than 1,800 people loved the post, and it garnered about 200 comments, including one from oral care giant Colgate.
“Well that’s something different,” Colgate commented.
Keebler replied, “Just a little elf innovation.”
Keebler appears to be the only company that went for any dentistry humor in 2026.
In 2025, KFC and oral care company Hismile made April Fools’ magic when it partnered on fried chicken-flavored toothpaste. The pair timed its announcement for April Fools’ Day but actually chose to make and sell the toothpaste. Hismile’s marketing manager said the idea started as an April Fools’ joke and grew from there. The toothpaste sold out within about 48 hours.
Nondental standouts this year came from condiment company Heinz and wireless provider Metro.
Heinz partnered with matcha firm PerfectTed to fake launch Matcha Mayo. The companies billed it as “a bold new take on your favorite sauce,” inspired by everyone’s new favorite flavor, matcha.
Meanwhile, Metro launched CALLoGNE, a new unisex fragrance that smells like a new phone.
