Kool-Aid, the iconic soft drink that has stood for fun and refreshment for generations of children and their parents, is building on its support for KaBOOM!, the national non-profit dedicated to saving play.

Since 2008, Kool-Aid has worked with KaBOOM! in a number of ways to underscore the importance of play:

• Funded 28 KaBOOM!-led playground builds in neighborhoods most in need across the country


• Provided grants so 20 additional communities could conduct their own unique KaBOOM! playground builds, and


• Sponsored KaBOOM! online programs that serve more than 600,000 children across the nation!

Kool-Aid invites consumers to help Save Play
In 2010, Kool-Aid is also supporting the new KaBOOM! "Save Play" campaign with a significant contribution that will help to provide one million children with access to playgrounds this year alone. And, Kool-Aid is inviting consumers - moms, dads, aunts, uncles, friends of kids and play - to help in the effort.

Kool-Aid has pledged to match individual donations to the Save Play campaign, dollar for dollar up to $100,000, and has created an online video to help spread the word about the importance of play. Consumers can go to the new Kool-Aid Facebook page (www.facebook.com/koolaid) to watch the video and learn more about the Save Play campaign.

Kool-Aid can come home again
And, because Kool-Aid loves to be where the action is, in addition to supporting the Save Play campaign, the brand is sponsoring three additional KaBOOM!-led playground builds.

One of these was in the Kool-Aid hometown of Hastings, Nebraska, as part of "Kool-Aid Days". This annual festival runs from Friday, August 14, through Sunday, August 16, and features 48 hours of fun for the entire family. In addition to building a new playground in Hastings, Kool-Aid also donated an Imagination Playground in a Box system to the city to really mix up the fun.

Together, Kool-Aid and KaBOOM! will work to give millions more children a great place to play every day.

About Kraft Foods
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.

About KaBOOM!
Headquartered in Washington, D.C., KaBOOM! is a national non-profit organization dedicated to saving play. Through community building, the company is focused on giving every child in America a great place to play within walking distance. Since 1995, KaBOOM! has used its innovative community-build model to bring together business and community interests to construct more than 1,800 new playgrounds, skate parks, sports fields and ice rinks across North America. KaBOOM! also leads the "Save Play" campaign at saveplay.org, which invites consumers and brands alike to provide donations to help KaBOOM! provide one million kids annually with access to a great place to play. KaBOOM! also achieves impact through a variety of resources, including an online community, free online trainings, grants, publications and the KaBOOM! National Campaign for Play, which includes Playful City USA and Playmakers - a national network of individual advocates for play. KaBOOM! also has offices in Chicago and San Mateo, Calif. For more information, visit www.kaboom.org.

KaBOOM!

KaBOOM!

KaBOOM! is the national non-profit dedicated to the bold goal of ensuring that all children, particularly the 16 million American children living in poverty, get the active play they need to become healthy and successful adults. KaBOOM! has been a powerful champion for play since its founding in 1996, working with partners to build, improve, and open more than 15,000 playgrounds, engage more than 1,000,000 volunteers and serve more than 6,600,000 children. KaBOOM! creates and catalyzes great places to play; inspires, empowers and leads play advocates; and elevates the societal conversation about the importance of play in children’s lives. For more information, visit kaboom.org/act.

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