Intense summer quest comes to a dramatic close as Penny successfully
unlocked the coveted Caramilk vault with her golden key; Penny takes
home $125,000 of the $250,000 grand prize
TORONTO, Oct. 7, 2011 /CNW/ - Well Canada, there we have it! Penny B.,
the new Protector of the Caramilk Secret, hailing from Etobicoke,
Ontario, is now entrusted with the infamous Caramilk Secret, after a
suspenseful key-unlocking ceremony at the Cadbury Chocolate Factory
this morning. Now the only question remains: what will she do with
it? Will Penny be able to resist the urge to know just how they get the
soft flowing caramel inside the Caramilk bar or keep the secret under
wraps for 6 months and receive the additional $125,000?
A thrilling end to the summer of sleuthing
Ten golden keys were randomly hidden inside Caramilk bars across the
country as part of the Caramilk Key to the Secret contest, the second
year of this thrilling contest. This year, seven were discovered
inside contest bars, and the remaining three undiscovered keys were
given away at random to members of the Caramilk Facebook community.
The seven golden keys were found at local convenience stores, in a
vending machine at an auto parts factory, even on a boat coasting the
waters of the St. Lawrence River. Travelling from far and wide, the
ten Caramilk key holders anxiously arrived at the Cadbury Chocolate
Factory in Toronto this morning to test their luck at opening the vault
that holds the Caramilk Secret. One by one, under the careful watch of
a Secret Squad Agent, they tried their key as everyone held their
breath in anticipation of who would be the lucky winner. On the sixth
attempt, Penny turned to face the crowd of onlookers in shock as her
key successfully cracked the vault. She was presented with $125,000
and only if she keeps the secret safe for six months and returns it
untouched, unharmed and unopened, she will receive another $125,000 for
a total of a quarter of a million dollars.
"I'm still in shock. I can't believe I'm actually the next Protector of
the Caramilk Secret, and to think I won the key on Facebook!" said
Penny. "The secret is safe with me and I just can't let Caramilk or
Canadians down. Now I just have to figure out to where to hide it."
Penny, a retired elementary school teacher, purchased contest bars all
summer hoping to find a key. It wasn't until she entered the Facebook
contest that her key-searching efforts paid off.
"This will be the second time ever that we'll be releasing the Caramilk
Secret from the vault," said John Phillipson, Vice President,
Confectionery, Kraft Canada. "We're thrilled for Penny and know she is
up for the task! We hope she does us proud and we can reward Penny for
her secret-keeping efforts with the remaining $125,000 in six months
time. We wish her the best of luck!"
The Secret Squad, an elite group of secret guarding agents, visited each
winner who found a golden key in the bar—videos of their experience can
be seen on the Caramilk Facebook page at Facebook.com/Caramilk.com.
"Penny is a loyal Caramilk Facebook fan and we are confident she has the
required skills and determination to return the Secret safe," said
Agent Q, a 10-year veteran of the Caramilk Secret Squad. "But we'll
still be watching closely. After all, it's our national duty. And
that's all I can say at this time."
The ten lucky golden key holders include: Chris B. from Leduc, Alberta;
Colleen D.S. from Orleans, Ontario; Nora W. from Burnt Church, New
Brunswick; Jamie G. from Riverview, New Brunswick; Jeanne S. from
Saint-Adolphe-d'Howard, Quebec; Julia P. from Ottawa, Ontario; Chris B.
from Kitchener, Ontario; Jacinthe B. from Laval, Quebec (Facebook
winner); Jennifer J. from Portage la Prairie, Manitoba (Facebook
winner) and of course, Penny B. from Etobicoke, Ontario (Facebook
In 2010 the Secret was trusted into the hands of Lisa Landry, the first
Canadian challenged to keep Canada's most loved and best kept secret…a
secret! Will Penny be up to the challenge this year? Only time will
Caramilk is a proud made-in-Canada story, and the Caramilk secret has
been tightly guarded for more than 40 years. The exact date of when
Caramilk was created is a mystery - but the Caramilk Secret itself was
developed in the 1960s. Today, there are hundreds of online urban
myths about the Caramilk Secret and how the soft, flowing caramel finds
its way into those delicious bars of chocolate!
The original Caramilk bar has evolved to include additional varieties,
including most recently new Caramilk Secrets. For more information,
About Kraft Foods
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an
unrivaled portfolio of brands people love. Proudly marketing delicious
biscuits, confectionery, beverages, cheese, grocery products and
convenient meals in approximately 170 countries, Kraft Foods had 2010
revenue of $49.2 billion. Twelve of the company's iconic brands - Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident - generate revenue of more than $1 billion annually. On Aug. 4, 2011,
Kraft Foods announced plans to divide and create two independent public
companies: a high-growth global snacks business with estimated revenue
of $32 billion and a high-margin North American grocery business with
estimated revenue of $16 billion, based on 2010 financial results,
adjusted for divestitures. The transaction will take at least 12 months
to complete, during which time plans regarding the structure,
management, governance and other matters will be announced. A leader in
innovation, marketing, health & wellness and sustainability, Kraft
Foods is a member of the Dow Jones Industrial Average, Standard &
Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability
Index. Visit kraftfoodscompany.com and facebook.com/kraftfoodscorporate.
Image with caption: "October 7, 2011 - Penny Bland of Etobicoke, Ontario is declared Protector of the Caramilk Secret after her golden key successfully unlocked the Caramilk vault at the Cadbury Chocolate Factory in Toronto. Penny walks away with $125,000, the first half of a potential quarter of a million dollar prize- which she will receive only if she successfully protects the secret and returns it unopened in six months. (CNW Group/Kraft Foods)". Image available at: http://photos.newswire.ca/images/download/20111007_C2580_PHOTO_EN_4278.jpg
SOURCE Kraft Foods
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