Rice Krispies(R) Makes Its Mark on 'Pop' Culture

Thu May 8, 2008 9:01am EDT

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Iconic Kellogg's(R) Rice Krispies(R) Brand Celebrates 80th Anniversary

BATTLE CREEK, Mich., May 8 /PRNewswire/ -- Since 1928, parents and
children have been lending an ear to the cereal bowl to hear the familiar
sounds of the famous "Talking Cereal." This year, Kellogg's(R) Rice
Krispies(R) celebrates 80 years of delivering magical moments to breakfast
tables everywhere.
    Rice Krispies(R)cereal quickly became a family favorite, delighting
millions of Americans with its simple and delicious taste.  When Rice
Krispies(R) entered the market in 1928, everyone noticed the distinctive noise
the toasted rice cereal made in milk -- and an idea for the company's first
(and longest lasting) spokescharacters was born. Snap!(TM) Crackle!(TM) &
Pop!(TM) first hit the front of cereal boxes in the 1930s and have continued
their Kellogg career in advertisements ever since.
    "We're proud that Rice Krispies cereal has been a part of the childhood of
so many generations of consumers," said Mark Baynes, chief marketing officer
for Kellogg. "The Rice Krispies brand continues to grow and evolve, yet it's
still the same cereal that parents and grandparents have loved since they were
kids."
    Key Moments in Rice Krispies(R) "Pop" Culture:
    1927 - Kellogg Company's research and development team presented Kellogg
founder W.K. Kellogg with packages of cereal made from puffed rice grains and
he declared, "You've got something there!"
    1928 - Kellogg's(R) Rice Krispies(R) first appeared  on the market. It was
marketed as "The Talking Cereal" because of its  distinctive sound when milk
was poured on it.
    1932 - The phrase Snap!(TM) Crackle!(TM) Pop!(TM) first appeared in radio
jingles and on Rice Krispies(R) boxes.
    1939 - The Snap!(TM) Crackle!(TM) & Pop!(TM) characters appeared on side
and back panels of Kellogg's(R) Rice Krispies(R) cereal packages.
    1939 - Home economists in the  Kellogg Test Kitchens created the recipe
for what they called Rice Krispies(R) Marshmallow Squares with butter,
marshmallows, Rice Krispies(R) cereal, vanilla, nuts and coconut. The recipe
was quickly streamlined into the iconic three-ingredient delight everyone
knows.
    1940 - The Snap!(TM) Crackle!(TM) & Pop!(TM) characters were featured on
the back of cereal boxes as comic strip heroes.
    1941 - Kellogg's(R) Rice Krispies Treats(R) recipe appeared on boxes of
Rice Krispies(R) cereal.
    1960s - The Snap!(TM) Crackle!(TM) & Pop!(TM) characters began to appear
in television advertisements.
    1978 - The Rice Krispies(R) brand celebrated its Golden Anniversary.
    2007 - Kellogg launched Rice Krispies(R) with Real Strawberries adding
real fruit to one of America's favorite cereals.
    The Rice Krispies(R) brand recently created Rice Krispies(R) Operation
Spark, an educational initiative devoted to providing parents with simple ways
to meaningfully connect with their kids.  Working with a panel of renowned
parenting experts, Operation Spark provides insights and advice about how to
strengthen the family connection and turn everyday moments into cherished
childhood memories.
    The Rice Krispies(R) brand has always stood  for helping parents and kids
find time to connect over the sounds of "The Talking Cereal." Now, the Rice
Krispies(R) brand offers many fun ways parents and kids can connect over
breakfast and during other times of the day with games, recipes and other fun
activities at www.ChildhoodIsCalling.com.
    "Today the Rice Krispies(R) brand is dedicated to  fostering the
connection between parents and kids by helping them discover opportunities for
quality time whether at the breakfast table or during other parts of their
daily routine," said Baynes. "We're very excited to celebrate 80 years of
being part of those shared memories. We hope that consumers have enjoyed
sharing the magic of Rice  Krispies(R) for the past 80 years as much as we've
enjoyed bringing it to them."
    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, Club, Nutri-Grain, Rice Krispies, Special
K,  All-Bran, Mini-Wheats, Morningstar Farms, Famous Amos, Ready Crust and
Kashi. Kellogg products are manufactured in 18 countries and marketed in more
than 180 countries around the world. For more information, visit the Kellogg
Company Web site at www.kelloggcompany.com.
SOURCE  Kellogg Company

Susanne Norwitz of Kellogg Company, +1-269-961-3799,
media.hotline@kellogg.com; Allison Costello, +1-412-456-3741,
allison.costello@ketchum.com, for Kellogg Company
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