The Company: Cadbury, Parsippany, N.J.
The Product: Trident Xtra Care
The Hook: Cadbury has developed a gum to protect, strengthen and rebuild tooth enamel. Trident Xtra Care features a form of calcium derived from milk called Recaldent. “Recaldent is a powerful ingredient that actually replenishes calcium and phosphate to remineralize and protect teeth by filling in the tiny crevices where cavities can form,” says Dr. Doris Tancredi, v.p.-regulatory and emerging science, Cadbury Americas.  The gum comes in Peppermint and Cool Mint flavors.
Ingredients: Sorbitol, gum base, xylitol, glycerin, natural and artificial flavoring, mannitol; less than 2% of: acesulfame potassium, aspartame, BHT (to maintain freshness), blue 1 lake, calcium casein peptone-calcium phosphate (lactose-free milk derivative), soy lecithin, titanium dioxide (color) and yellow 5 lake.
S.R.P.: $1.49 for a single pack.