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Kellogg's® Raisin Bran Crunch® Cereal Survey Reveals Strange Breakfast-Habits

BATTLE CREEK, Mich., Jan. 23 /PRNewswire-FirstCall/ -- Kellogg Company (NYSE: K) -- Although some people search for new ways to simplify breakfast, a new study shows that many others get creative by adding personal flair to their cereal bowls. The study, conducted on behalf of Kellogg's Raisin Bran Crunch, debunks the myth that breakfast is an on-the-run affair, and also shares some interesting habits that consumers indulge in to create their unique breakfast cereal, including experimentation with outrageous toppings such as juice and water!

Kellogg's Raisin Bran Crunch conducted the survey of 30 to 35-year-old Americans as it announced its "Great Taste or Your Money Back Guarantee" pledge: if consumers don't love the great taste of Kellogg's Raisin Bran Crunch -- without adding anything more than milk and a spoon -- Kellogg's will give them their money back.

You're the tops!

While most people (44 percent) are content with adding milk and a spoon to their breakfast cereal, some Americans indulge in a little extra breakfast-time self-expression: 8 percent add juice, 4 percent add ice cream, 3 percent add melted chocolate and 2 percent add another cereal.

The Kellogg's ™ Raisin Bran Crunch ™ survey revealed that just under half (48 percent) of those surveyed love to add chocolate milk to their favorite breakfast cereal. The chocolate milk practice is most popular in the Midwest, with more than 54 percent choosing to add this treat to their cereal. And more than 11 percent of Midwesterners also admit that they top off their cereal with juice, versus the national average of 8 percent.

Cereal-munchers in the South definitely turn their noses up at this practice, with only 5 percent admitting to sweetening their cereal with chocolate milk. The South leads the way in adding water to their bowl with more than 8 percent adding water, just slightly higher than the national average of 7 percent.

Getting fruity at breakfast-time

Fruit is the top choice among "non-liquid" toppings in the morning: nearly 38 percent of people get some of their five-a-day quota by adding fruit to their cereal. This practice is more popular in the West, where 44 percent of people surveyed have a fruity start to their day compared to 33 percent in the Midwest. However, just under one-third (32 percent) of Midwesterners prefer to add sugar to their cereal, slightly over the national average of 29 percent, and coming in only second to the South, where a whopping one-third (33 percent) sprinkle the sweet stuff on their cereal.

Snack attack

Cereal may be synonymous with breakfast, but the Kellogg's Raisin Bran Crunch survey indicates that this practice is changing. Although nearly three-fourths (72 percent) of breakfast-eaters only enjoy cereal in the morning, more than one-fourth (26 percent) of people snack on cereal at other times of the day. This practice is more popular with women than men (61 percent versus 43 percent). The South is leading the way in cereal-snacking, with more than one-third of people (34 percent) reaching for the cereal box in between meals, nearly twice as many as those in the Northeast (19 percent).

Breakfast is child's play

Women worry that men never grow up and that is certainly true when it comes to their breakfast habits. More than one-third (35 percent) of men polled in the Kellogg's Raisin Bran Crunch survey admitted to eating the same breakfast cereal their Mom bought them as a kid. Seventy percent of women have grown out of the habit.

Taste is King

Not surprisingly, when choosing a breakfast cereal, 30 to 35-year-olds cite great taste as their number one influencer -- more than three-to-one over nutritional value. Seventy-two percent of those polled said that taste is king; only 20 percent said nutritional values were important to them.

Taking breakfast to the limit

"We conducted this survey to better understand how people enjoy their cereal and discovered that many make their own creations," said Jenny Enochson, director marketing communications, Kellogg USA. "With Kellogg's® Raisin Bran Crunch® cereal, you don't need to change anything because it tastes great as is. Now we're giving people more than just a promise, we're giving them a great taste price promise. If they don't like the taste of Kellogg's Raisin Bran Crunch as it is, without adding more than milk and a spoon, we'll give them their money back."

Kellogg's Raisin Bran Crunch

Kellogg's Raisin Bran Crunch brings together nutritious toasted flakes, crunchy cinnamon-flavored clusters and sweet, tender, raisins to make breakfast the way it should be: simple, tasty and delicious -- without adding anything to it. For more information about Kellogg's Raisin Bran Crunch and the great taste promise, please visit http://www.kelloggs.com .

Lightspeed Research (http://www.lightspeedresearch.com) conducted the Raisin Bran Crunch survey with 400 people aged 30-35 in November 2002 on behalf of the Kellogg Company. It has an accuracy of +/- 5 percent and a 95 percent confidence level.

About Kellogg Company

With 2001 sales of about $8 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, meat alternatives, piecrusts and ice cream cones. The company's brands include Kellogg's®, Keebler®, Pop-Tarts®, Eggo®, Cheez-it®, Nutri-Grain®, Special K®, 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 the Kellogg Company web site at http://www.kelloggs.com or the Keebler web site at http://www.keebler.com .

About Lightspeed Research

Lightspeed Research (http://www.lightspeedresearch.com) is a growing provider of global online market research solutions. Based in Basking Ridge, NJ, with offices in London and is a member of The Kantar Group, a division of WPP, the company specializes in utilizing the Internet as a data collection platform to provide clients with rapid, reliable results. Advanced web technology and robust databases provide the foundation to support marketing research studies that range in scope and complexity across industry sectors such as consumer packaged goods, telecommunications, retail, financial services, healthcare, technology, and more. Lightspeed Research's general and specialty consumer panels are available in North America, Great Britain, the Netherlands -- and France, Germany, Italy, Spain, Belgium, Scandinavia and Japan through its partners -- providing access to adults, teens, kids and other hard-to-reach audiences.

TM, ® Kellogg Co.

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