Fight super-villains at the breakfast table with Spider-Man Cereal and Pop-Tarts!

Official Press Release

[Spider-Man Cereal and Pop-Tarts]BATTLE CREEK, Mich. - This May, America's favorite web-weaving super-hero won't be limiting his appearance to the silver screen. Kellogg (NYSE:K) brings the excitement of Sony/Columbia Pictures' "Spider-Man" the movie to breakfast tables nationwide by introducing limited edition Kellogg's® Spider-Man(tm) Toasted Oat Cereal and Kellogg's® Spider-Man(tm) Pop-Tarts® toaster pastries, along with fun promotional offers.

Available at supermarket and grocery stores nationwide while supplies last, Kellogg's® Spider-Man(tm) Cereal and Kellogg's® Spider-Man(tm) Pop-Tarts® represent the first-ever Spider-Man-themed breakfast food. The month-long promotion, in conjunction with the release of Sony/Columbia Pictures' "Spider-Man" the movie in theaters nationwide on May 3, involves a total of 11 Kellogg's product lines, including Pop-Tarts®, Eggo® Waffles, Rice Krispies®, Cocoa Rice Krispies®, Rice Krispies Treats® Cereal, Smacks®, Kellogg's Frosted Flakes®, Apple Jacks®, Corn Pops® and Froot Loops®.

"At Kellogg, we're continually looking for ways to maximize the fun at breakfast - the most important meal of the day - for families with children," said Kevin Smith, Senior Vice President of Marketing Services at Kellogg Company. "We're thrilled to be able to bring the excitement of 'Spider-Man' the movie to the breakfast table through our new Spider-man Cereal, Spider-man Pop-Tarts and other fun promotional offers."

The Kellogg's® Spider-Man(tm) promotion features the following products and offers:

Kellogg's® Spider-Man(tm) Toasted Oat Cereal

New Kellogg's® Spider-Man(tm) Toasted Oat Cereal contains Spidey-berry (wild berry) fruit flavored toasted oats and is packaged in a specially designed box featuring the Spider-Man story along with Spider-Man movie trivia. Available in supermarkets and grocery stores nationwide while supplies last, the limited edition cereal is low fat, provides 11 essential vitamins and minerals, and is an important part of a balanced breakfast.

Kellogg's® Spider-Man(tm) Pop-Tarts® Toaster Pastries

New Kellogg's® Spider-Man(tm) Pop-Tarts® Toaster Pastries feature red pastry with Spidey-berry (wild berry) fruit filling topped with web-like frosting. Like the cereal, Kellogg's® Spider-Man(tm) Pop-Tarts® are available only while supplies last in supermarkets and grocery stores nationwide. These limited edition Pop-Tarts® come in a specially designed box featuring Spider-Man movie trivia and a word search. Providing seven essential vitamins and minerals, Spider-Man(tm) Pop-Tarts® are an important part of a balanced breakfast.

Kellogg and Milk - The Superheroes of Breakfast

Kellogg and America's Dairy Farmers and Milk Processors, sponsors of the got milk?® campaign, join forces for a unique Spider-Man CD-ROM game mail-in offer on more than 34 million Kellogg's product packages. Consumers who mail in proofs-of-purchase from two participating Kellogg's products plus two gallons of milk can receive a free Spider-Man CD-ROM game (a $20 value). More information about the Spider-Man CD-ROM game offer and other power-packed news about milk is available at www.whymilk.com.

The Fun Continues with Other Exciting Spider-Man Offers from Kellogg

In specially marked boxes of participating Kellogg's® products, consumers can receive even more fun Spidey stuff, such as four different collectible glow-in-the dark stickers sets, temporary tattoos and a Spider-Man water squirter wristband. Fans will feel like a real hero with their own Spider-Man water squirter wristband, available for a limited time in 25 million specially marked Kellogg's® products. The water squirter features a wristband and shoots a water stream up to five feet by squeezing on the web-shaped palm-held water reservoir, just like Spider-Man's web.

Fans can also look like a real hero in their own special edition Spider-Man T-shirt, available exclusively from Kellogg. The T-shirt, available in white or black in adult and youth sizes, captures the look and excitement of everyone's favorite wall-crawler and can be ordered by mailing $5.99 plus two proofs-of-purchase from specially marked boxes of Kellogg's® Eggo® Waffles and Kellogg's® Pop-Tarts® to the address indicated on the box.

With 2001 sales of nearly $9 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, frozen waffles, meat alternatives, pie crusts, and ice cream cones. The company's brands include Kellogg's®, Keebler®, Pop-Tarts®, Eggo®, Cheez-It®, Nutri-Grain®, Rice Krispies®, Murray®, Austin®, Morningstar Farms®, Famous Amos®, Carr's®, Plantation®, Ready Crust®, and Kashi®. Kellogg products are manufactured in 19 countries and marketed in more than 160 countries around the world. For more information, visit Kellogg's web site at http://www.kelloggs.com.

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