Kellogg Offers Consumers an All-Access Pass to American Idols Live! Tour and Pop-Tarts Hot Fudge Sundae This Summer
Jul 8, 2003
Kellogg Offers Consumers an All-Access Pass to American Idols Live! Tour and Pop-Tarts Hot Fudge Sundae This Summer

Battle Creek, Mich. -

During the hot summer months, American Idol fans can chill out with Pop-Tarts served in a cool, new way - frozen! For the first time in their 40-year history, America's favorite toaster pastries are being eaten cold. Fans attending the much-anticipated 39-city American Idols Live! Tour sponsored by Pop-Tarts will be among the first to experience this new twist on a "pop icon" favorite and to taste a brand new flavor, Pop-Tarts Hot Fudge Sundae.

Pop-Tarts All-Terrain Freezers emblazoned with the phrase "Freeze 'em. Then eat 'em." will travel with the Pop-Tarts Sampling Crew to each American Idols Live! concert venue so that fans can sample frozen chocolate-flavored Pop-Tarts. The newest flavor of Pop-Tarts, Hot Fudge Sundae, features a vanilla filling that tastes like ice cream, rich chocolate dough and fun "jimmies" sprinkled on top. In addition, while enjoying frozen Pop-Tarts, fans will also have a chance to get a Polaroid picture taken with a large, color cut-out image of the American Idols. The free keepsake from the new Polaroid One instant camera is courtesy of the Pop-Tarts brand as a special memento of the concert experience.

As part of the Pop-Tarts "Freeze 'Em. Then Eat 'Em." promotion, specially marked Pop-Tarts packages will feature a sweepstakes offering kids a chance to win an American Idol CD-ROM game. To find out if they've won, kids pop their Pop-Tarts in the freezer. If the foil turns red, they've won.

"American Idol fans will be among the first to try this unique frozen twist on an American 'pop icon,'" said Mark Baynes, vice president of marketing, Morning Foods Division. "We're excited to bring together two of the hottest crazes this summer - America's favorite idols on tour and Pop-Tarts - being served in a way America never tasted them before."

Additional chocolate Pop-Tarts flavors featured in the "Freeze 'Em. Then Eat 'Em." event include Chocolate Chip, Frosted Chocolate Fudge, Frosted Chocolate Vanilla Crème, S'Mores and Pop-Tarts Snak Stix chocolate flavors including Caramel Chocolate, Double Chocolate and Cookies and Crème.

The American Idols Live! Tour starts on July 8 in St. Paul, Minneapolis and winds up on August 31 in Anaheim, California. For a complete listing of tour dates and locations, go to www.idolonfox.com. Other sampling events will take place throughout the country, including at retail locations and other high traffic areas.

19 Entertainment, founded by Simon Fuller, is one of the world's premiere music based entertainment companies. 19 is responsible for the most popular TV show in the UK in 2002, "Pop Idol," the format on which American Idol is based and which has been, or is currently being, produced in over 20 countries worldwide. 19 also manages many of the world's leading artists, such as Annie Lennox, the Spice Girls and S Club, as well as building an enviable roster of songwriters and producers responsible for producing over 200 top 40 hit albums and singles and 75 No. 1 singles and albums in the UK and USA alone. 19's many other activities encompass movies, television production, video/DVD production, Internet and wide ranging merchandising and sponsorship relationships.

With 2002 sales of $8.3 billion, Kellogg Company (NYSE:K) is the world's leading producer of cereal and a leading manufacturer of convenience foods such as cereal bars, frozen waffles, toaster pastries, cookies and crackers. The company also produces natural and vegetarian foods. Founded in 1906 and dedicated to providing nutritious and tasty foods, Kellogg has manufacturing facilities in 19 countries and sells its products in more than 180 countries. Kellogg brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Nutri-Grain, Cheez-It, Morningstar Farms and Kashi. For more information, visit Kellogg's Web site at www.kelloggs.com.