Sour Patch Kids Challenges Justin Bieber Fans to Take My World 2.0 Platinum

Sour Patch Kids Challenges Justin Bieber Fans to Take My World 2.0 Platinum

The Sour Then Sweet Candy Promises Donation to Justin-Supported Charity Pencils of Promise if Fans Succeed

PARSIPPANY, N.J., April 15 /PRNewswire/ -- Good looks, a perfect head of hair, millions of adoring fans and one (possibly two) hit albums. With all he's got going for him, Justin Bieber's latest album, My World 2.0, which launched on March 23, has only reached Gold status. Not bad, but we think it can do better ... and faster, so we challenge Justin's fans to help out.

One million packs of Sour Patch Kids, a Cadbury brand, are sold every five days, so you'd think Justin's new album could reach Platinum in the same amount of time ... not! To sweeten the pot, we're challenging fans to help My World 2.0 reach one million in sales faster than expected. And if My World 2.0 reaches Platinum status by Tuesday, May 4, Sour Patch Kids will donate $15,000 to Pencils of Promise, a Justin-supported charity - sweet!

"We hear that Justin is a big fan of Sour Patch Kids, and we're huge fans of Justin, so we're engaging in a little friendly competition to see if his fans can do in six weeks what Sour Patch Kids does in five days," said Sebastian Genesio, marketing director for Sour Patch Kids. "The sweet part of the challenge is that we have the opportunity to help Justin reach the Platinum status he deserves, while donating to a great charity he supports."

As part of the challenge, Sour Patch Kids will donate $15,000 to Pencils of Promise, a nonprofit organization that builds sustainable schools in the developing world, if My World 2.0 can hit Platinum by Tuesday, May 4. If Justin's fans pull together and help him reach Platinum within six short weeks of launch, it will be a significant milestone - beating his own seven-week record set with his first album, My World.

As of the week ending April 11, 2010, Justin had sold approximately 676,000* copies of My World 2.0 - just 324,000 short of the total needed to reward Justin's fans with a $15,000 donation to Pencils of Promise.

*Sales information courtesy of www.billboard.com.

About the Sour Patch Family of Soft and Chewy Candy

Sour Patch candies were launched in 1985 and have long been a favorite among people of all ages. Sour Patch is known for its "sour then sweet taste sensation," in which the sour coating gives a real sour hit in the mouth, but quickly turns sweet to offer a satisfying candy treat. Today, Sour Patch Kids is a top-selling sour brand in the North American U.S. marketplace. The Sour Patch family of soft and chewy candy products includes Sour Patch Kids, Sour Patch Watermelon, Sour Patch Extreme, Sour Patch Xploderz, Sour Patch Chillerz, and Sour Patch Fruits. To learn more about Sour Patch Soft and Chew Candy, visit www.SourSweetGone.com.

About Kraft Foods

The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. With annual revenues of approximately $50 billion, the combined company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. The combined company's 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. Another 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.

About Pencils of Promise

Pencils of Promise works with local communities to build schools and create educational opportunities in the developing world. We focus on sustainable preschools, primary schools and female empowerment within each village we support. In 2009, the organization's first year of operation, Pencils of Promise raised over $150,000 in donations through fundraising events and donor support, built three schools in Laos, and established a presence in more than 20 cities and college campuses throughout the country. In 2010, Pencils of Promise has goals to attract 5,000 new supporters across the globe, to build seven more schools in committed villages in Laos and Nicaragua, and to continue to identify additional areas of impact around the world. More information about Pencils of Promise is available at www.pencilsofpromise.org.

Source: Sour Patch Kids

CONTACT: Cynthia Smith of PainePR, +1-213-996-3782, csmith@painepr.com;
or Katharine Beyer Di Benedetto of Cadbury North America, +1-973-909-2040,
katharine.beyer@cadbury.com

Web Site: http://www.soursweetgone.com/
http://www.kraftfoodscompany.com/
http://www.pencilsofpromise.org/

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