Cadbury North America

Cadbury North America

June 19, 2009 15:14 ET

Come on Canada! Help Send 5,000 Bicycles to Africa(1) and Help Make a Difference

New online application offers a new way to be a part of The Cadbury Bicycle Factory Program

TORONTO, ONTARIO--(Marketwire - June 19, 2009) -

Editors Note: There is a photo and a video associated with this Press Release.

In Africa, a bicycle is so much more than a bicycle; it can be an ambulance, school bus or water truck. A bicycle means access to mobility which can greatly improve the livelihood of people living without such a simple, every day tool. Over the past two months, Canadians have helped Cadbury build virtual bicycles through The Bicycle Factory(i) program - a unique, online promotion which converts Cadbury UPCs into bicycle parts. For every 100 parts, a bicycle is built and in the fall of 2009, up to 5,000 bicycles will be delivered to Ghana, Africa where they will be given to school children to access education.

Since the inception of The Bicycle Factory(i), www.thebicyclefactory.ca, Canadians have helped build(ii) 2,036 bicycles online.

Build a Bike. Help Kids in Africa Get to School

Starting today, you can get involved with The Bicycle Factory(i) program through a special widget application that is available for download from the new official Facebook Fan Page, which enables Canadians to easily turn their favourite Cadbury confectionery products into bicycles for Africa.

A new official Facebook Fan Page dedicated to the program will list program details and provide real-time updates on bicycles built to-date as Cadbury moves closer to realizing their goal.

Working Overtime at The Bicycle Factory(i)

The workers at the online Cadbury Bicycle Factory are extremely dedicated to helping Cadbury reach their goal of sending 5,000 bicycles to Africa and will be working around the clock until this goal is realized. Starting today, factory workers will be adding a virtual night shift to their already-busy bicycle building schedule and for every UPC code entered and converted to a bike part, either through the new Bicycle Factory widget application, or on www.thebicyclefactory.ca, Cadbury will match that bike part until July 17, 2009.

The night shift will allow bicycles to be built twice as fast with the hope of sending 5,000 bicycles to Ghana, Africa this fall.

"We are so thankful that Canadians have embraced The Bicycle Factory(i) program and that their small purchases will ultimately help bring bicycles and joy to children in Africa," says Luisa Girotto, Vice President Corporate Affairs, Cadbury North America. "This program is an example of Cadbury's ongoing commitment to corporate and social responsibility, which has been an integral part of our business for nearly 200 years. We will be extremely proud to deliver the bicycles to Ghana and to help provide much-needed access to education - something every child deserves."

With such early success, Cadbury believes 5,000 bicycles can be built and is empowering Canadians to help make a difference through small, every day purchases. Bikes can be built using the UPC code from any participating Cadbury product including chocolate bar favourites such as Caramilk(i) and Dairy Milk(i); leading gum brands like Trident(i), Dentyne(i) and Stride(i); Maynards(i) treats including Maynards Wine Gums(i), Sour Patch Kids(i) and Cherry Blasters(i); and all HALLS(i) products.

About The Cadbury Cocoa Partnership

In January 2008, the Cadbury Cocoa Partnership was established together with the United Nations Development Programme, local governments, farmers and communities, and it is the largest sustainable cocoa farming program in existence. This ground-breaking initiative is designed to secure the economic, social and environmental sustainability of one million cocoa farmers and their communities in Ghana, India, Indonesia and the Caribbean. Cadbury is already building wells and libraries, fostering micro-finance loans, and developing long-term programs to encourage biodiversity and sustainable cocoa growing. Cadbury is investing more than $80 million CDN over the next ten years through the partnership and estimates that it will make a difference in the lives of half-a-million cocoa farmers in Ghana by 2018. For more information, visit www.dearcadbury.com.

About Cadbury North America

Headquartered in Parsippany, New Jersey with a Canadian office in Toronto, Cadbury North America is the Canadian and U.S. combined business 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 Dairy Milk(i), Caramilk(i), Mr. Big(i), Dentyne(i), Trident(i), Stride(i), Bubblicious(i), Halls(i), and Maynards(i). In Canada, some Cadbury "firsts" include the first 100 calorie chocolate bar (Cadbury Thins(i)), the first sugar-free breath freshening gum (Dentyne(i)) and the first liquid centre pellet gum with dual flavour combinations (Trident Splash(i)). Our people create brands people love with passion, dedication and drive. For more information visit www.cadbury.com.

(i)Trademark of or used under license by Cadbury Adams Canada Inc.

(ii)For every one hundred (100) UPC's entered, Cadbury will donate one (1) bicycle for delivery to Africa up to a maximum of five thousand (5,000).

(1)NO PURCHASE NECESSARY. You can participate in the Program by submitting a valid UPC code from the wrapper of any participating Cadbury product (including Canadian labeled Dentyne(i), Stride(i), Cadbury(i), Maynards(i), Trident(i), Bubblicious(i), Certs(i), Chiclets(i), Clorets(i), Jersey Milk(i) and Halls(i), but excluding some seasonal products) with a net weight of 18g or more ("Participating Product") and submit as instructed. Limit of five (5) unique UPC entries, per person/day during the Program Period. A full list of Participating Products is available at www.thebicyclefactory.ca.

Offer valid to July 30, 2009 or while supplies last (the "Program Period"). Cadbury matching offer valid to July 17, 2009. For every 100 UPC's entered, Cadbury will donate one (1) bicycle for delivery to Africa up to a maximum of 5,000. Further details regarding The Bicycle Factory(i) Program and this donation are available at www.thebicyclefactory.ca. Limit of one (1) UPC entry per person. Must be thirteen (13) years of age or older and a resident of Canada to participate in the Program.

To view the photo associated with this release, please visit the following link: http://www.marketwire.com/library/20090619-CadBikeLG.jpg

To view the video associated with this release, please visit the following link: http://www.youtube.com/watch?v=sX9ozaEmyWk

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