Trident Introduces New Trident Vitality - A Blend of Sophisticated Flavors and Inspired Ingredients, Available in Three Unique Taste Sensations

PARSIPPANY, N.J., Dec. 13, 2010 /PRNewswire/ -- Trident® sugar free gum, today announced a new addition to the Trident family – Trident Vitality™.  The new offering includes three blends of sophisticated flavors and inspired ingredients – each with its own twist. Offered in three feel-good flavors – Vigorate™, Rejuve™ and Awaken™ – Trident Vitality adds a little piece of delicious well-being to the gum-chewing experience, with Vitamin C, ginseng or white tea infused into each delicious piece.

Trident Vitality marks the first offering in the Trident gum family to incorporate the following unique array of new flavor ingredients:

• Vigorate – A burst of citrus and strawberry with Vitamin C.  One piece of Trident Vitality Vigorate contains 10% of the Daily Value of Vitamin C.
• Rejuve – A refreshing blend of luscious mint and white tea.
• Awaken – A peppy peppermint with a dash of ginseng.

"Based on research, we found that many consumers were looking for unique new flavors that fit with their wellness lifestyle," said Kelly Bivens, Brand Manager, Trident.  "We always try to respond to consumers needs, and so far the response has been terrific. Vitality has tested as one of our best-tasting gums to date, and we are very excited to bring it to our consumers nationwide."

The innovation of new Trident Vitality goes beyond flavor, incorporating sleek and stylish packaging that features a unique, fun "click" when open or closed. Additionally, the packaging is a full box, with a blister pack inside, and conveniently closes to ensure the blister pack does not slip out.  This is unlike traditional blister packaging, which is cut open on both sides.

The launch of Trident Vitality also coincides with a new integrated national campaign that consists of television, print, in-store marketing, online and viral media, as well as a 20-market sampling tour and strategic national partnerships.

Trident Vitality will be available in January 2011 in select stores. It will be available nationwide in convenience, mass merchandise, drug stores, grocery stores and other retail outlets in February 2011, for a suggested retail prices of $1.29 for a single-pack and $2.89 for a three-pack.

For more information, visit www.facebook.com/tridentgum.

About Trident® 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. Trident Layers, known for its Wild Strawberry + Tangy Citrus and Green Apple + Golden Pineapple flavors most recently launched its third flavor, Cool Mint + Melon Fresco. Today, Trident is the best selling chewing gum and sugar free gum in the world(1) and a recent study shows that the brand continues to be recommended by four out of five dentists who would recommend sugar-free gum to their patients who chew gum(2).  

About Kraft Foods Inc.

Kraft Foods is building a global snacks powerhouse and an unrivaled portfolio of brands people love. With annual revenues of approximately $48 billion, the company is the world's second largest food company, making delicious products for billions of consumers in approximately 170 countries. The portfolio includes 11 iconic brands with revenues exceeding $1 billion – Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Approximately 70 brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.

(1) 2007 Euromonitor

(2) Data on file

SOURCE Kraft Foods Inc.