Innovative New Trident Xtra Care(TM) with Recaldent(R) First and Only Gum with Calcium to Strengthen Tooth Enamel to Prevent Cavities

    Newest Innovation Contains Unique Form of Calcium Recognized by the
    Canadian Dental Association

    TORONTO, Feb. 17 /CNW/ - Trident(R), the industry leader, innovator and
most recognized brand in the gum industry(i), is making Trident gum even
better for your teeth with the introduction of Trident Xtra Care(TM) with
Recaldent(R) - a new gum that actively strengthens tooth enamel to prevent
cavities. Trident Xtra Care(TM) is the first and only gum in Canada to contain
Recaldent(R), a unique form of calcium derived from milk that increases tooth
    "Teeth, like bones, need essential minerals, like calcium and phosphate,
to stay strong and healthy," says Dr. Cottrell, B.Sc., D.D.S., F.I.C.D. "As
demineralization occurs, tooth enamel becomes vulnerable and weak.
Recaldent(R) can strengthen tooth enamel by replenishing and infusing calcium
phosphate into the actual tooth enamel which can result in the prevention of
cavities, an overall objective in oral care."
    Recaldent(R) is an effective ingredient that rebuilds the tooth by
replacing the minerals where cavities can begin to form and leaves teeth more
resistant to plaque acids. Trident Xtra Care(TM) gum with Recaldent(R) is ten
years in the making and is the only gum in Canada recognized by The Canadian
Dental Association (CDA).
    "Trident Xtra Care(TM) is a great tasting, every-day-use gum with added
oral care benefits and functions. All Canadians can benefit from the
breakthrough capabilities offered in this gum when they incorporate it into
their daily dental regime," said Dr. Doris Tancredi, Vice President Regulatory
and Emerging Science, Cadbury. "Cadbury has an extensive history of developing
innovations in chewing gum, and Trident Xtra Care(TM) with Recaldent(R)
represents one of the most significant advancements in the chewing gum
category since Trident created sugar-free gum in 1964."

    Trident Xtra Care(TM) with Recaldent(R) - The Oral Care Gum
    Trident Xtra Care(TM) with Recaldent(R) is the first and only gum in
Canada to contain the active ingredient casein phosphopeptide-amorphous
calcium phosphate (CPP-ACP), Recaldent(R), a calcium derivative that is proven
to strengthen tooth enamel to help prevent cavities. Recaldent(R) actively
promotes remineralization and further complements the decay prevention action
of xylitol.
    Good oral care is an important component of maintaining a healthy
lifestyle, including regular visits to the dentist, eating a well-balanced
diet and practicing good oral hygiene. When choosing oral care products, look
for the Canadian Dental Association Seal of Recognition, which identifies
products that benefit oral health.
    Trident Xtra Care(TM) gum with Recaldent(R) is available nation wide in
January 2009 and in three great tasting, long lasting sugar-free flavours -
Peppermint, Spearmint and Passionberry. The manufacturer's suggested retail
price for single packs are $1.79 and $3.95 for multi-packs. Retailers may sell
for less.

    About Trident(R) Sugar-Free Gum
    Cadbury, the makers of Trident Xtra Care(TM) gum with Recaldent(R) is one
of the leading gum manufacturers in Canada. Trident Xtra Care(TM) with
Recaldent(R) follows on the heels of other first-to-market gum innovations
that include Trident, the first sugar-free gum; Dentyne, the first sugar-free
breath freshening gum; and Trident Splash, the first liquid-centre pellet gum
with dual flavour combinations. With the addition of Trident Xtra Care(TM)
with Recaldent(R) to the portfolio, Trident is poised to continue its global
success as the best selling sugar-free gum in the world(ii). To learn more
about the Trident family of sugar-free gums please visit

    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 Canada, Cadbury is the country's second largest confectionery company
and the brand portfolio includes some of Canada's best-loved chocolate, candy,
cough and gum brands such as Caramilk(R), Dairy Milk(R), Mr. Big(R),
Dentyne(R), Trident(R), Stride(R), Bubblicious(R), Halls(R), and Maynards(R).
Our people create brands people love with passion, dedication and drive. For
more information visit

    (i)  2006 Euromonitor
    (ii) 2006 Euromonitor

For further information:

For further information: or to arrange an interview with a spokesperson,
please contact: David Weinstein or Sara Beckford, Strategic Objectives, Tel:
(416) 366-7735, Fax: (416) 366-2295, Email:;
Michelle Lefler, Cadbury, Tel: (416) 590-5686, Email:

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