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Wild Animal Crunch(TM) Helps Moms Tame Families' Hunger
Date:2/6/2008

New Kellogg's Cereal Provides Whole Grains and Nutrition Know-How

BATTLE CREEK, Mich., Feb. 6 /PRNewswire/ -- We may not be living in the wilderness, but for today's busy moms, the world can seem like a jungle. Between school, sports and other activities, families need a balanced breakfast to get a good start to their busy schedules and keep up with the rest of the pack. With Kellogg's(R) new Animal Planet(TM) Wild Animal Crunch(TM), moms can tame their families' hunger with great-tasting whole grains and fiber so they can survive in the "wild."

Wild Animal Crunch(TM) answers moms' call by providing a nutritious cereal with a tasty vanilla-chocolate flavor. What sets Wild Animal Crunch(TM) apart is the Animal Planet brand and that it's fun and educational, too. With interesting facts and games about wildlife and the environment, kids will learn how animals survive in the wild. In four different collector's packages with real animal photographs, Wild Animal Crunch(TM) will make every breakfast an adventure.

"We know from talking to moms that they want more nutritious choices for their families at breakfast," said Dr. Jennifer Garrett, director of nutrition marketing, Kellogg Company. "Not only is Wild Animal Crunch(TM) made with whole grains and a good source of fiber, but it's fun, educational and it tastes great."

Kids are Wild for Animals

Kids have an overwhelming interest in animals and wildlife. Kellogg partnered with Animal Planet on Wild Animal Crunch(TM) to provide fun facts about the animals in our world and tips on how kids can get involved and act as a voice for animals everywhere.

"We're excited that Wild Animal Crunch(TM) is available to the millions of animal lovers who enjoy Animal Planet," noted Marjorie Kaplan, president and general manager of Animal Planet. "We hope Wild Animal Crunch(TM) will fuel kids' genuine affection and appreciation for wildlife and pets across the globe."

Wild Animal Crunch(TM) -- Leader of the Pack

The introduction of Wild Animal Crunch(TM) is part of Kellogg's ongoing commitment to meeting consumers' health and nutrition needs and responsible marketing to children practices. Wild Animal Crunch(TM) is one of the first new cereals from Kellogg that meets the Kellogg Global Nutrient Criteria announced last June. With 14 grams of whole grains, 3 grams of fiber, 100 calories, 1 gram of fat and 8 grams of sugar per serving, Wild Animal Crunch(TM) is a nutritious choice for families.

This cereal is also unique in that it represents a first-of-its-kind partnership between Kellogg and Animal Planet. Both companies are excited about this opportunity to provide a nutritious, educational and fun meal for families.

"We're pleased to partner with Kellogg on this important initiative with our trusted family brand, Animal Planet," said Patrick Gates, president of Discovery Commerce. "Wild Animal Crunch(TM) cereal and the great, fun facts on each package will give families a nutritious and educational way to start their day."

To learn more about Wild Animal Crunch(TM), go to wildanimalcrunch.com.

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, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Gardenburger, Famous Amos, Carr's, Plantation, Ready Crust, Bear Naked and Kashi. Kellogg products are manufactured in 18 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 Animal Planet

Animal Planet Media (APM), a multimedia business unit of Discovery Communications, LLC, connects humans and animals with rich, deep content via multiple platforms and offers animal lovers and pet owners access to a centralized online, television and mobile community for entertainment, information and enrichment. APM consists of the Animal Planet television network, available in over 91 million homes in the U.S.; online assets http://www.animalplanet.com, the ultimate online destination for all things animal; the 24/7 broadband channel, Animal Planet Beyond; Petfinder.com, the #1 pet-related Web property globally that facilitates pet adoption; PetsIncredible, a major producer and distributor of pet-training videos that includes the Web service PetVideo.com; and other media platforms, including a robust Video-on-Demand (VOD) service, mobile content, and merchandising extensions.


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SOURCE Kellogg Company
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