Cadbury Launches Trident Xtra Care™ with Recaldent®, Proven to Protect, Strengthen and Rebuild Teeth

Business Wire, May 28, 2008

Newest Innovation Contains a Unique Form of Calcium Clinically Proven to Protect, Strengthen and Rebuild Teeth

PARSIPPANY, N.J. -- Please replace the release with the following corrected version due to multiple revisions.

The corrected release reads:

CADBURY LAUNCHES TRIDENT XTRA CARE([TM]) WITH RECALDENT([R]), PROVEN TO PROTECT, STRENGTHEN AND REBUILD TEETH

Newest Innovation Contains a Unique Form of Calcium Clinically Proven to Protect, Strengthen and Rebuild Teeth

Cadbury, the makers of Trident([R]) gum, is taking oral care to the next level with the introduction of Trident Xtra Care([TM]) with Recaldent([R]), clinically proven to actively protect, strengthen and rebuild tooth enamel. Recaldent is a unique form of calcium derived from milk that increases tooth remineralization (strengthening) over and above just the salivary stimulation from regular sugar-free gum. Cadbury holds the exclusive rights in the U.S. to use Recaldent in gum and Trident is the only gum brand that contains this special ingredient.

Trident Xtra Care builds upon the success of other recent innovations from Cadbury that have helped fuel the growth of the global chewing gum industry, including Trident Splash([R]) in 2005 (which is now a $394 million brand globally) and Stride([R]) gum in 2006 (which now enjoys a 7.1 share).1

"Cadbury has an extensive history of developing innovations in chewing gums, and Trident Xtra Care represents a significant advance in the chewing gum category," said Dr. Doris Tancredi, Vice President Regulatory and Emerging Science, Cadbury Americas. "Recaldent is a powerful ingredient that actually replenishes calcium and phosphate to remineralize and protect teeth by filling in the tiny crevices where cavities can form2. The result is that teeth become stronger and less vulnerable to future damage."

"The Trident brand is growing three times faster than the gum category itself3," said Brad Irwin, President, Cadbury North America. "We're encouraged by what the future holds in store because our gums deliver against three top food and snacking trends: make it healthy; make it exciting; and make it easy."

With the addition of Trident Xtra Care to the portfolio, Trident is poised to continue its global success as the best selling sugar-free gum in the world4.

Trident Xtra Care is available in two great-tasting flavors, Peppermint and Cool Mint, and hits store shelves nationwide May 2008. Single packs will cost $1.49 and multi-packs will cost $3.29.

About the Trident([R]) Family of Sugar-Free Gums

The Trident family of products includes five lines of sugar-free gums.

Trident([R]) is available in eight great-tasting flavors: Original Flavor, Bubble Gum, Spearmint, Tropical Twist([R]), Watermelon Twist(TM), Wild Blueberry Twist(TM), Minty Sweet Twist(TM) and Passionberry Twist. Most flavors can be purchased in 18-piece packs and 54-piece multi-packs (three 18-piece packages).

Trident Xtra Care([TM]) is a sugar-free gum clinically proven to rebuild, protect and strengthen teeth. It contains Recaldent([R]), a unique form of calcium derived from milk. Trident Xtra Care is available nationwide in two great tasting flavors, Peppermint and Cool Mint, and comes in single and multi-packs.

Trident White([R]) is a great-tasting gum that uses a proprietary technology to help whiten teeth and prevent stains. Trident White is available in seven flavors: Spearmint, Wintergreen, Peppermint, Cool Rush([R]), Cinnamon Tingle(TM), Cool Colada[TM] and Cool Bubble[TM]. Each flavor of Trident White is available in a 12-piece single pack and a 3-pack multi-pack.

Trident Splash([R])delivers a satisfying chewing experience that entertains the mouth with a unique combination of textures with a liquid-filled center surrounded by soft, chewy gum and a sweet, crispy outer shell. Trident Splash is available in five great flavors, Peppermint Swirl([R]), Strawberry with Lime, Apple with Raspberry, Summer Spearmint([R]) and new Citrus with Blackberry that can be found nationwide in a 9-piece single pack and 3-pack multi-pack.

Trident Strawberry fusion flavor, which includes six sweet and six sour strawberry flavored pieces in each pack, and Trident Green Apple fusion flavor, which includes six sweet and six sour apple flavored pieces in each pack, allow consumers to create their own unique taste combinations with every chew. Each flavor is available in a 12-piece single pack and a 3-pack multi-pack.

To learn more about the Trident family of sugar-free gums please visit www.tridentgum.com or contact the Cadbury consumer line at 800-524-2854.

About Cadbury North America

Headquartered in Parsippany, New Jersey, Cadbury North America is the North America business unit of Cadbury plc - the world's top confectionery company (and the only confectionery company with market leading positions around the world in chewing gum, candy and chocolate categories).

In the United States, the brand portfolio of Cadbury includes some of the best-loved confections in the US, including Trident([R]), Dentyne([R]), Halls([R]), Bubblicious([R]), Sour Patch([R]), Swedish Fish([R]), Chiclets([R]), Certs([R]) and Stride[TM], The Ridiculously Long Lasting Gum[TM] and Green & Black's([R]) organic chocolate. In the U.S. some Cadbury "firsts" include the first vanilla pellet gum (Dentyne Ice([R]) Vanilla Chill[TM]), sugar-free pellets with two contrasting flavors in every pack (Trident Strawberry fusion flavor), easy close envelope packaging, and the first center-filled pellet gum in the US (Trident Splash([R])). Trident([R]) Tropical Twist([R]) was one of the first fruit flavored gums to lead the gum category. Green & Black's organic chocolate is one of the best selling chocolates in the natural food channel. Our people create brands people love with passion, dedication and drive. For more information, visit www.cadbury.com/usa