Kellogg Introduces FiberPlus Antioxidants Cereal

Kellogg has added Kellogg's FiberPlus(TM) cereal to its line-up after an independent testing revealed consumers prefer the great taste of Kellogg's FiberPlus(TM) Antioxidant Bars to comparable Fiber One(R) Bars(1).

Fiber-containing food products have flooded the market as Americans struggle to meet their daily fiber recommendations(2), but the need for something tasty and nutritious doesn't stop at fiber. Research shows that consumers also are seeking to add more antioxidants and other nutrients to their diets(3). That's why Kellogg Company is introducing new Kellogg's FiberPlus(TM) Antioxidants Cereals, great-tasting sources of fiber and antioxidant vitamins C and E.

Kellogg's FiberPlus(TM) brand raised the bar on taste last year with the introduction of Kellogg's FiberPlus(TM) Antioxidants Bars. In an independent taste test, consumers said that both Kellogg's FiberPlus(TM) Chocolate Chip and Dark Chocolate Almond bars tasted better than General Mills' Fiber One(R) Oats & Chocolate Chewy bars(4). Now, Kellogg Company is bringing the great taste and nutrition of Kellogg's FiberPlus(TM) to the cereal bowl. Consumer approval of Kellogg's FiberPlus(TM) Antioxidant bars created the next logical opportunity for the Kellogg's FiberPlus(TM) brand -- Kellogg's FiberPlus(TM) Antioxidants Cereals.

Kellogg's FiberPlus(TM) Antioxidants Cereals are available in Berry Yogurt Crunch and Cinnamon Oat Crunch, and are available in the cereal aisles of grocery stores nationwide. Learn more at www.kelloggsfiberplus.com.

"Kellogg's FiberPlus(TM) is a brand that understands that consumers want to get positive nutrition without sacrificing great taste," said Cheryl Dolven, registered dietitian and director of nutrition marketing at Kellogg Company.

"Kellogg's FiberPlus(TM) Antioxidants Cereals deliciously delivers fiber and antioxidants. It's an ideal choice for consumers who want great taste and nutrition from their cereal."

Kellogg Company already provides more ready-to-eat cereals that are at least a good source of fiber than any other food company(5); however, in a companywide effort to support better nutrition, Kellogg Company announced last June that the majority of its U.S. ready-to-eat cereals will be at least good sources of fiber by the end of 2010.

About Kellogg Company

With 2009 sales of nearly $13 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. The Company's brands include Kellogg's(R), Keebler(R), Pop-Tarts(R), Eggo(R), Cheez-It(R), All-Bran(R), Mini-Wheats(R),

Nutri-Grain(R), Rice Krispies(R), Special K(R), Chips Deluxe(R), Famous Amos(R), Sandies(R), Austin(R), Club(R), Murray(R), Kashi(R), Bear Naked(R), Morningstar Farm(R), Gardenburger(R) and Stretch Island(R). Kellogg products are manufactured in 18 countries and marketed in more than 180 countries. For more information, visit www.kelloggcompany.com. Kellogg's Corporate Responsibility report including its approach, progress and future direction in the marketplace, workplace, environment and community can be found at www.kelloggcompany.com/CR. For information on Kellogg Company's commitment to nutrition, visit www.kelloggsnutrition.com.

(1) In an independent taste test, consumers said that both Kellogg's FiberPlus(TM) Chocolate Chip and Dark Chocolate Almond bars tasted better than General Mills' Fiber One(R) Oats & Chocolate Chewy bars. The double-blind taste test was conducted by a third-party supplier in accordance with American Society for Testing and Materials (ASTM) Claims Testing Guidelines and showed statistically significant results. (Statistically significant indicates results could be duplicated 95 percent of the time.)

(2) NHANES 2003-2004.

(3) Wellness Lifestyle Insights 2007 by the Hartman Group, Inc.

(4) The double-blind taste test was conducted by a third-party supplier in accordance with American Society for Testing and Materials (ASTM) Claims Testing Guidelines and showed statistically significant results. (Statistically significant indicates results could be duplicated 95 percent of the time.)

(5) Based on 42% share of ready-to-eat cereals that qualify as a source, high source and/or very high source of fiber. Nielson GB+MM+DRU, latest 52 weeks ending March 12, 2009.

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