Cadbury Adams Launches Trident Xtra Care(TM) with Recaldent(R), Proven to Protect,...

Cadbury Adams 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
PARSIPPANY, N.J.--(Business Wire)--
Cadbury Adams USA LLC, 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 Adams USA LLC 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 Adams 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 Adams 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 Schweppes Americas
Confectionary. "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 form(2). 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 itself(3)," said Brad Irwin, President, Cadbury Adams USA
LLC. "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 world(4).

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 Adams consumer line at
800-524-2854.

About Cadbury Adams

Headquartered in Parsippany, New Jersey, Cadbury Adams USA LLC, is
the U.S. confectionery business unit of Cadbury Schweppes 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).

The brand portfolio of Cadbury Adams USA LLC 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. Cadbury Adams USA "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.cadburyadams.com

(1) IRI 4-weeks ending March 9, 2008

(2) Journal of Dental Research, 2001; 80(12):2066-2070

(3) IRI, FDMxC, 24 weeks ending May 6, 2007

(4) 2006 Euromonitor

Ketchum Public Relations
Stephanie Donlan, 646-935-4105
stephanie.donlan@ketchum.com
or
Cadbury Adams USA LLC
Kathy Beyer, 973-909-2040
katharine.beyer@cs-americas.com

Copyright Business Wire 2008