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Kellogg's Frosted Flakes Gold(TM) Helps Moms Get the Gold
Date:2/4/2008

New Kellogg Cereal Provides Whole Grains, Fiber and Energy Kids Need to

'Earn Their Stripes' On and Off the Field

BATTLE CREEK, Mich., Feb. 4 /PRNewswire/ -- There is no off-season for this sport. The game is played every morning... at the breakfast table as mom and her kids face off over what to have for breakfast. Mom wants a nutritious cereal and kids want something that tastes good. Kellogg has a new cereal that makes good sports out of moms and kids -- Kellogg's Frosted Flakes Gold(TM). The great taste of Kellogg's Frosted Flakes(R) is now made with 10 grams of whole grain and baked with honey.

"Kellogg's Frosted Flakes Gold(TM) offers better-for-you nutrition that will satisfy moms and a great taste that kids will love," said Jennifer Garrett, Director of Nutrition Marketing, Kellogg Company. "As a good source of fiber and 10 grams of whole grain, Kellogg's Frosted Flakes Gold(TM) is not only a nutritious choice, but it also gives kids energy at breakfast and snack time."

They're GR-R-REAT!(TM) and Good for You

Kellogg's Frosted Flakes Gold(TM) is one example of Kellogg Company's continued commitment to provide better-for-you options that moms can feel good about. The entire Kellogg's Frosted Flakes(R) line meets the science-based Kellogg Global Nutrient Criteria. Kellogg's Frosted Flakes Gold(TM) provides an enhanced nutritional profile and energy -- two crucial elements that kids need to be their best on and off the field. The whole grains deliver long- lasting energy from the complex carbohydrates that take longer to break down. Baked with honey, Kellogg's Frosted Flakes Gold(TM) has the sweet taste that kids like.

Earning Your Stripes

To encourage kids to eat right and work hard, Kellogg's Frosted Flakes(R) created the Earn Your Stripes(TM) program. Earn Your Stripes(TM) encourages kids to believe in themselves to overcome challenges, accomplish their goals and be their very best. As part of the Earn Your Stripes(TM) program, Kellogg's Frosted Flakes Gold(TM), in partnership with the American Youth Soccer Organization, Little League(R) International and Girls on the Run International, created the Five Golden Rules of Sportsmanship.

"The Earn Your Stripes(TM) program helps kids with confidence as they deal with both challenges and accomplishments in athletics," said Jud Rogers, senior marketing executive, Little League(R) International. "We worked with Kellogg's Frosted Flakes Gold(TM) to create Golden Rules and give coaches and parents the tools they need to teach their kids about good sportsmanship on and off the field."

Five Golden Rules of Sportsmanship

1) Play with a smile. Don't worry; you don't have to grin throughout the

whole game. Playing with a smile means playing with passion,

confidence and self-respect; being gracious in victory and defeat and

most of all having fun! Play for your love of the game, not just the

trophy.

2) Be a winner. You can be a winner no matter what the scoreboard says.

Winners lead by example -- always playing their best, being humble and

acting in good character. Take care of yourself by getting enough

sleep, eating right and exercising. Bring your game to the next level

by practicing hard and learning from your mistakes.

3) Show respect. Playing fair and following the rules is a big part of

sportsmanship. Always consider your safety and the safety of others.

Also, treat your coaches, officials, parents, fans, teammates and

opponents with respect both on and off the field.

4) Be a good teammate. Remember that you're part of a team. Whether you're

running track, running down the soccer field or running the bases,

playing sports involves others. Being part of a team means showing up

to practices and games on time, cooperating with players and coaches

and being a trustworthy and loyal teammate.

5) Find good in the game. Instead of focusing on missed opportunities,

focus on the positive points of how you and your teammates perform.

Play with a commitment to the game -- don't quit when things aren't

going your way. Be gracious by cheering on good plays by your teammates

and opponents and congratulating effort as well as success. And never

forget that you're there to have fun!

"Ideally kids will use the Five Golden Rules of Sportsmanship as a 'playbook' by which to conduct themselves in practice, games and in their day- to-day lives," said Wells Frice, section six director, American Youth Soccer Organization.

An important part of the Earn Your Stripes(TM) program is eating a nutritious breakfast. A complete breakfast provides kids with the energy they need to be their best. Working hard, staying active and learning new skills helps kids take their game to the next level. "We are thrilled to be a partner in this program," said Anissa Freeman, chief executive officer, Girls on the Run International. "Whether it's a team or individual sport activity, Earn Your Stripes(TM) and the Golden Rules encourage having fun and good sportsmanship, which is important for young athletes."

As part of a nutritious breakfast and healthy snack, Kellogg's Frosted Flakes Gold(TM) will help kids "Earn Their Stripes" by giving them the energy they need to keep active, learn new skills and play hard so they can be their very best. For more information about Kellogg's Frosted Flakes Gold(TM) and the Earn Your Stripes(TM) program, visit FrostedFlakes.com.

About Kellogg Company

With 2006 sales of almost $11 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, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Plantation, Ready Crust and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg's Web site at http://www.kelloggcompany.com.

About American Youth Soccer Organization

The American Youth Soccer Organization is a nationwide, non-profit organization that develops and delivers quality youth soccer programs in a fun, family environment. AYSO was established in the Los Angeles area in 1964 with nine teams. Today, AYSO has more than 50,000 teams and more than 650,000 players. It also employs 50 people at its National Support and Training Center in Hawthorne, California.

About Little League

Founded in 1939, Little League Baseball Incorporated is a non-profit organization whose mission is to promote, develop, supervise, and voluntarily assist in all lawful ways, the interest of those who will participate in Little League Baseball and Softball. Through proper guidance and exemplary leadership, the Little League program assists youth in developing the qualities of citizenship, discipline, teamwork and physical well-being. By espousing the virtues of character, courage and loyalty, the Little League Baseball and Softball program is designed to develop superior citizens rather than superior athletes.

About Girls on the Run

Girls on the Run is a non-profit prevention program that encourages preteen girls to develop self-respect and healthy lifestyles through running. The program addresses all aspects of girls' development, including their physical, emotional, mental, social and spiritual well-being. Girls on the Run International is the parent organization of more than 120 Girls on the Run councils across the United States and Canada. GOTRI establishes, trains and supports a network of community-level councils with local volunteers.


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