The Caramilk Secret Remains Safe…But for How Long?

News provided by

Jun 06, 2011, 08:00 ET

Caramilk Key to the Secret Contest returns to challenge another Canadian to protect Canada's best kept secret - or miss out on a chance at $250,000 and the respect of a nation

To view the Social Media Release, click here: http://smr.newswire.ca/en/caramilk/caramilk-secret-contest

TORONTO, June 6, 2011 /PRNewswire/ - After a nail-biting six months, the Caramilk Secret has been returned, unopened and unscathed! After its inaugural release from the Caramilk Vault, the Secret was trusted into the hands of Lisa Landry, the first winner of the Caramilk Key to the Secret Contest and the first Canadian challenged to keep Canada's most loved and best kept secret…a secret! Now, one new lucky Canadian will have the chance to protect just how Caramilk gets the soft, flowing caramel inside the Caramilk bar as Caramilk's Key to the Secret contest returns for another summer of sleuthing excitement.

Once again, ten golden keys have been randomly hidden inside Caramilk bars across the country - and it's up to Canadians to find them. Those that do will travel to the Cadbury Gladstone Chocolate Factory in Toronto this fall to see if their key will unlock the legendary Caramilk Vault. The recipient whose key unlocks the vault will become the next Protector of the Caramilk Secret for six months and receive $250,000 - as long as they protect the secret and return it, unharmed and unopened.

"Last year was the first time we've ever let the secret leave the Caramilk Vault - ever," said John Phillipson, Vice President, Confectionery, Kraft Canada. "We were understandably nervous, but Lisa came through for us, and she's been rewarded with $250,000 for her efforts. And now we're offering another Canadian the chance to keep Canada proud."

How Did She Protect It?

Lisa kept the secret locked away in a safety deposit box for six months to avoid any and all temptation to discover the secret that's been on the minds of Canadians for over 40 years.

"There was no way I was letting that secret get out - not only because I'd lose out on $250,000, but because I felt a sense of duty to Canadians," she said. "If I'd unlocked the secret, the folks in the Soo - otherwise known as Lock City - would've been cheated out of such a great honour: home of the first civilian Protector of the Secret."

The Caramilk Secret Squad is Watching…

Caramilk has upped the secret-keeping ante this year by finally acknowledging the existence of the Secret Squad - an elite group of secret-guarding agents whose sole purpose is to protect the Caramilk Secret. Highly trained in the most sought-after secret protection skills, the Secret Squad has worked tirelessly to keep the Caramilk Secret safe for more than 40 years.

"During the Caramilk Key to the Secret promotion, we'll be verifying all key-finders' identities, ensuring their commitment to Caramilk, and literally doing whatever we can to keep the best kept and most-loved Canadian secret under wraps for generations to come," said Agent C083SB, a 10-year veteran of the squad. "And that's all we can say at this time."

…But is it Enough to Keep the Secret Safe?

The search is now on for the next Canadian who will rise to the secret-keeping challenge - and be rewarded with $250,000 for their efforts.

The first $125,000 will be awarded when the winning key unlocks the vault - and the remaining $125,000 will follow once the secret is safety returned six months later, unopened and untouched. The nine remaining key-finders whose keys do not unlock the Caramilk Vault will receive Caramilk bars for 25 years, and a trip to Toronto where they will have exclusive access to the Cadbury Gladstone Chocolate Factory to see if their key will unlock the legendary Caramilk Vault.

The keys could be hidden inside Caramilk bars anywhere the bars are sold - corner stores, grocery stores, vending machines - you name it. So get searching, Canada! Be sure to follow breaking news about the contest on facebook.com/caramilk or on Twitter @caramilksecret.

For complete rules and regulations, visit. www.facebook.com/caramilk

About Caramilk

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, visit facebook.com/caramilk.

About Kraft Foods Inc.

With annual revenues of approximately $48 billion, Kraft Foods is a global powerhouse in snacks, confectionery and quick meals. The company is the world's second largest food company, making delicious products for billions of consumers in more than 160 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. In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, Kool-Aid and Del Monte beverages, Caramilk chocolate, Maynards candy, and Stride and Dentyne gum.