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Help Your Kids Earn an 'A' for Attentiveness with a Bowl of Frosted Mini- Wheats(R) Cereal for Breakfast
Date:3/12/2008

Eating a Bowl May Increase Attentiveness by Nearly 20 Percent

BATTLE CREEK, Mich., March 12 /PRNewswire/ -- Today's parents are going to great lengths to help their kids do their best in school. They sign them up for tutoring services, buy special learning software and pack their schedules with enrichment activities. While all of these things are great, it's important that parents not neglect one of the simplest ways to help ensure their kids do their best - a healthy breakfast.

A recent study commissioned by Kellogg helps demonstrate how eating a healthy, nutritious breakfast can help kids stay full and avoid the distraction of mid-morning hunger to help them do their best in school. The study, conducted by an independent research group, shows that eating a breakfast of Frosted Mini-Wheats(R) cereal helped improve kids' attentiveness by nearly 20 percent(1).

"Eating breakfast is crucial for kids and the recent study from Kellogg showing how eating Frosted Mini-Wheats(R) cereal in the morning can positively impact kids' ability to pay attention supports years of research on the importance of breakfast," says pediatrician Dr. Jim Sears. "Unfortunately, too many kids skip breakfast regularly. With many school districts nationwide conducting standardized testing in the coming months, parents need to ensure their kids eat a good breakfast so they are prepared to do their best."

Keeping 'Em Full and Focused

Kellogg recently commissioned research to measure the effect on kids of eating a breakfast of Frosted Mini-Wheats(R)(2) cereal. An independent research group conducted a series of standardized, cognitive tests on children ages 8 to 12 who ate either a breakfast of Frosted Mini-Wheats(R) cereal or water. The result? The children who ate a breakfast of Frosted Mini- Wheats(R) cereal had a nearly 20 percent improvement in attentiveness.

"The study underscores the importance of eating a healthy breakfast," says Dr. Jennifer Garrett, Kellogg, director of nutrition marketing. "Frosted Mini-Wheats(R) cereal is an outstanding choice for kids because it's an excellent source of fiber and is made from whole grain, it's quick and convenient - it can even be portable - and kids love it."

For more detailed information on the tests that were used in the study, please visit http://www.frostedminiwheats.com.

(1) Based on independent clinical research, kids who ate Kellogg's(R)

Frosted Mini-Wheats(R) cereal for breakfast had up to 18 percent

better attentiveness three hours after breakfast than kids who ate no

breakfast. For more information, visit http://www.frostedminiwheats.com.

(2) The clinical research was paid for by Kellogg Company. The results of

the study are unpublished at this time.

What Makes an Ideal Breakfast

Experts agree that eating breakfast is important. But, just what should be included in that first meal of the day? Dr. Sears offers the following advice:

-- Variety Is the Spice of Life - A nutritious breakfast should include

foods from at least three of the five following MyPyramid food groups:

grains, vegetables, fruits, milk and meat/beans. Eating from multiple

food groups helps ensure you are getting a variety of vitamins,

minerals and other nutrients.

-- Fill Up on Fiber - A good breakfast should have at least five grams of

dietary fiber. Fiber helps slow down the eating process and may

contribute to a feeling of being full. This may not only help ensure

that we don't overeat, but helps stop the distraction of mid-morning

hunger.

-- Get a Whole Lotta Whole Grains - Whole grain is an important component

of a healthy breakfast, because it helps slow the digestion of

carbohydrates and the release of energy over a longer period of time.

-- Flavor With Fruit - Breakfast is also a good time to sneak in some

fresh fruit. Fruits contain fiber and also add vitamins essential to

growing kids' diets.

-- Protein Power - No healthy breakfast would be complete without a bit of

protein. A bowl of high-fiber cereal with low-fat milk and a piece of

fruit is a great way to start the day.

"One of my favorite breakfasts for my family is a bowl of high-fiber cereal topped with fresh blueberries and low-fat milk," says Dr. Sears. "Frosted Mini-Wheats(R) is one cereal my kids and I agree on - it not only tastes great, but it's an excellent source of fiber and contains whole grain to helps us stay focused all morning long."

About Dr. Jim Sears

James M. Sears, M.D., or "Dr. Jim" as he is known in the office, is a board-certified pediatrician in private practice with his father and two brothers in Capistrano Beach, Calif. Dr. Jim earned his medical degree at St. Louis University School of Medicine and completed his pediatric residency at Northeastern Ohio University College of Medicine. During his residency, he received the honor of "Emergency Medicine Resident of the Year." He is co- author of several titles, including The Healthiest Kid in the Neighborhood, Father's First Steps - Twenty-Five Things Every New Father Should Know, The Premature Baby Book, The Baby Sleep Book and the best-selling The Baby Book, revised edition. Dr. Jim frequently travels the country giving lectures about the importance of good family nutrition.

About Kellogg Company

With 2007 sales of nearly $12 billion, Kellogg Company (NYSE: K) is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Club, Nutri-Grain, Rice Krispies, Special K, All-Bran, Mini-Wheats, Morningstar Farms, Famous Amos, Ready Crust and Kashi. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world. For more information, visit the Kellogg Company web site at http://www.kelloggcompany.com.


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SOURCE Kellogg Company
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