Contribution from Oral Health Leader Breaks SAA Records and Doubles the Number of Children Who Will Receive Oral Health Services

PARSIPPANY, N.J., Dec. 4 /PRNewswire/ -- Trident(R), a Cadbury sugarless gum brand, will donate $1.5 million to Smiles Across America (SAA), the signature program from Oral Health America that provides dental services to thousands of children in underserved communities nationwide. Through its contribution, Trident will more than double the number of children who currently receive oral health services and education from SAA professional healthcare partners over the next three years, beginning in 2009. Trident's support represents the first multi-year commitment and the first donation over $1 million for SAA, which launched in 2004. In addition to the financial commitment, the brand is shedding light on the importance of pediatric oral health by producing a documentary about pediatric oral health, dedicating advertising resources to the partnership and sponsoring educational materials for SAA dental clinics during the course of the partnership.

Today, tooth decay is the most common, chronic childhood disease in America(1), affecting 50 percent of first graders and 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. Smiles Across America links local governments, businesses, and funders with care providers and schools to help fight untreated oral disease in children.

"Since launching Trident as the first sugar-free gum to help fight tooth decay over forty years ago, we have been committed to oral health and to promoting good corporate citizenship for the communities we touch," said Lesya Lysyj, executive vice president, marketing, Cadbury North America. "Through partners like Smiles Across America, we can help make a difference in the lives of millions."

Trident gum, a leader in sugar-free gums and innovations in oral health, has partnered with Smiles Across America since 2005 to advance public awareness of, and access to, oral health care through ongoing educational programs and services for school children. This extended commitment enables both partners to break new ground in the effort to improve pediatric oral health.

"Trident's increased commitment to the Smiles Across America partnership will enable us to provide oral health education and services to thousands of more children in underserved communities across the country," 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."

Smiles Across America was launched in partnership with public schools and community oral health providers in 2004, and since then, the program has provided over $1.1 million in grant support to programs in Maine, New York, Philadelphia, Chicago, Minnesota, Las Vegas, West Virginia and Santa Barbara/Ventura Counties (CA). The program's funding for oral disease prevention services to uninsured and underinsured children allows communities to leverage resources and expand oral health education initiatives.

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 (SAA)

SAA is a signature program created by Oral Health America, a pioneer in conducting programs and initiatives with a proven track record of raising awareness and affecting change. SAA is an oral disease prevention, health promotion initiative linking corporate, government, and community support in advancing school-based or school-linked oral health programs for families without access to routine care. For more information, visit http://www.oralhealthamerica.org/smiles.html.

About Cadbury North America

Headquartered in Parsippany, New Jersey, Cadbury North America is the Canadian and U.S. combined business unit of Cadbury plc -- 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) American Dental Hygienists' Association (ADHA)

(3) Stephen A. Martin, Jr., Ph.D., M.P.H., chief operating officer of the Cook County Department of Public Health

(4) 2006 Euromonitor

(5) Data on file

SOURCE Trident(R)