Kellogg Unveils Magical New Cereals

Kellogg Unveils Magical New Cereals

The first foods created by a global alliance between Kellogg Company and The Walt Disney Company were unveiled today in New York bringing Mickey Mouse, Winnie the Pooh and Disney/Pixar's Buzz Lightyear to breakfast tables across the country.

The three new cereals, Mickey's Magix(TM), Hunny Bs(TM) and Buzz Blasts(TM), were unveiled at the Disney Store in New York by Carlos M. Gutierrez, chairman and chief executive officer of the Kellogg Company. Mickey Mouse, Winnie the Pooh and Buzz Lightyear also attended the unveiling breakfast event.

The new cereals are part of a multi-year global relationship between Kellogg and Disney that extends to Kellogg and Keebler brands, and is aimed at exploring new product opportunities.

"Disney magic will add even more excitement for Kellogg brands," said Carlos M. Gutierrez, chairman and CEO of Kellogg Company. "Our alliance with Disney unites two of the world's most recognized and admired family-focused brands and offers years of unprecedented opportunities."

Mickey's Magix cereal is a mix of colorful Mickey Marshmallows and "twinkling" oat stars that turn milk blue. The Mickey's Magix cereal box, with a picture of Mickey wearing a magic hat, features magic tricks for children.

Hunny Bs cereal combines graham-flavored Pooh bear and golden honey pot and bumblebee shapes with crunchy, striped letter "B" cereal pieces. Games and puzzles are included on the back of the cereal box.

Buzz Blasts provides multi-colored flying saucer cereal shapes that "orbit" around Buzz Lightyear, the aliens and rocket-ship graham pieces. A Buzz adventure continues on the back of the cereal box.

The new cereals are made with whole grain and 11 essential vitamins and minerals.

Peter Boutros, senior vice president, global licensing development for Disney Consumer Products, said, "For the first time in Disney history, this trio of characters can be found in the cereal aisle; and we've taken it one step further by fully integrating their unique personalities and stories into these breakfast cereals allowing children a magical start to each day."

Kellogg is also the "official sponsor of breakfast" at Walt Disney World Resort(R), Disneyland Resort(R) and Disneyland Paris Resort(R).

With projected annual sales of more than $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(R), Keebler(R), Pop-Tarts(R), Eggo(R), Cheez-It(R), Nutri-Grain(R), Special K(R), Rice Krispies(R), Murray(R), Austin(R), Morningstar Farms(R), Famous Amos(R), Carr's(R), Plantation(R), Ready Crust(R) and Kashi(R). Kellogg products are manufactured in 19 countries and marketed in more than 160 countries around the world. For more information including images of the cereal boxes, visit Kellogg Company's web site at www.kelloggs.com

-- Posted February 13, 2002

Source: Kellogg's Press Release