Trident(R) Raises Awareness and Funds for Children's Oral Health Cause During the...

Trident(R) Raises Awareness and Funds for Children's Oral Health Cause During
the First Week of September
Oral Health Leader's $1.5 Million Contribution Helps Connect The Children's
Dental Center of Greater Los Angeles to the Smiles Across America(R) Family

PARSIPPANY, N.J., Aug. 27 /PRNewswire/ -- Trident(R), the best selling
sugar-free gum brand in the world[4], is donating a portion of its proceeds
during the first week in September to Smiles Across America(R) (SAA), the
signature program of Oral Health America that supports dental services to
thousands of children in underserved communities nationwide. Kicking off
September 1 and running through September 7, Trident will donate $0.05 for
every package of Trident gum purchased to SAA as part of a three-year
commitment to help the organization shed light on the importance of pediatric
oral health in the U.S.

Tooth decay is the most common chronic childhood disease in America[1],
affecting almost 50 percent of second graders and almost 80 percent of
17-year-olds[2]. Untreated tooth decay and disease can affect a child's
health, well-being, growth and achievement[3]. Each year, over 51 million
school hours are lost as a result of problems related to tooth decay.
Trident's contributions help SAA link local governments, businesses and
supporters with care providers and schools to help fight untreated oral
disease in children.

"Trident has played a distinct role in oral health for over forty years, since
launching as the first sugar-free gum to help fight tooth decay," said Lesya
Lysyj, executive vice president, marketing, Cadbury North America. "By
supporting Smiles Across America, we continue to raise awareness about the
importance of access to pediatric dental care in the U.S. Now, consumers who
chew Trident gum have the chance to help make a difference in the lives of
millions."

Jennie Garth Spreading Smiles
As a result of the $1.5 million contribution announced late last year, Trident
will more than double the number of children who currently receive oral health
services and education through the SAA care provider network over the next
three years. Trident's financial commitment is critical to Oral Health
America's expansion of services to dental programs in need of SAA-funding such
as The Children's Dental Clinic of Greater Los Angeles (TCDC). Actress and
mom of three, Jennie Garth has also lent her voice to the partnership leading
oral health educational workshops with children in New York as well as at TCDC
in Los Angeles.

"We are very pleased to welcome The Children's Dental Center of Greater Los
Angeles to our family of care providers," said Beth Truett, president and CEO
of Oral Health America. "Through our combined efforts, we can raise public
awareness about the importance of oral health and proactively provide
education and services to those who need it most."

Thanks to contributions from supporters, like Trident, SAA provides its
network with the funding and technical assistance in the areas of
communication and coalition building that enables them to reach more
underserved and uninsured children and address barriers to care-lack of
resources and transportation, low literacy and language diversity. To learn
more about the Trident and Smiles Across America partnership and the September
donation week, visit www.TridentCares4Kids.org.

About Trident(R) Sugar-Free Gum
Trident gum has long been a pioneer in providing oral health benefits to
consumers. Trident was the first gum brand of its kind to undergo extensive
long-term clinical testing in 1967 with studies showing that people who chewed
Trident experienced significantly fewer cavities. Most recently, the brand
introduced Trident Xtra Care((TM)) with Recaldent(R), a great tasting sugar
free gum that delivers superior strengthening power versus regular sugar-free
chewing gum. Today, Trident is the best selling chewing gum and sugar-free
gum in the world[4], and recent studies show that the brand continues to be
recommended by four out of five dentists who recommend sugar-free gum to their
patients[5].

About Smiles Across America(R) (SAA)
SAA is a signature program created by Oral Health America, the nation's
leading, independent organization dedicated to eliminating oral disease
through access, education and advocacy. SAA improves the oral health of
elementary school students who lack access to routine dental care by
supporting oral disease prevention services in school-based or school-linked
settings, and demonstrating to communities that oral health is integral to
overall health. For more information, visit
http://www.oralhealthamerica.org/smiles.html.

About The Children's Dental Center of Greater Los Angeles
The Children's Dental Center (TCDC) of Greater Los Angeles is a non-profit,
501c(3) organization and comprehensive oral health care center focused on
addressing the unmet oral health needs of its community. Its mission is to
eliminate dental disease, and promote overall health and well-being by
providing a dental home with the best-integrated programs of preventive,
educational and treatment solutions for the growing number of dentally
underserved children and their caregivers in Greater Los Angeles. The
state-of-the-art center primarily assists youth ages 6 months to 22 years of
age and was founded in 1995 by former Inglewood resident Dr. Cherilyn Sheets,
who is a private practitioner in Newport Beach, CA. For more information,
visit www.tcdc.org.

About Cadbury North America
Headquartered in Parsippany, New Jersey, Cadbury North America is the Canadian
and U.S. combined business unit of Cadbury plc (NYSE: CBY) - a leading global
confectionery business with number one or number two positions in over 20 of
the world's 50 largest confectionery markets.

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(R), The Ridiculously Long Lasting Gum(R) and Green & Black's(R) organic
chocolate. Our people create brands people love with passion, dedication and
drive.

For more information visit www.cadbury.com.

[1] Oral Health in America: A Report of the Surgeon General, May 2000
[2] National Center for Health Statistics, National Health and Nutrition
Examination Survey III
[3] Stephen A. Martin, Jr., Ph.D., M.P.H., chief operating officer of the
Cook County Department of Public Health
[4] 2007 Euromonitor
[5] Data on file

SOURCE Cadbury North America

Stephanie Walter of Ketchum Public Relations, +1-646-935-3933,
stephanie.walter@ketchum.com, or Liz Rogers of Smiles Across America(R),
+1-207-756-2444, liz@oralhealthamerica.org, or Kathy Beyer Di Benedetto of
Cadbury North America, +1-973-909-2040, katharine.beyer@cadbury.com