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Kellogg's(R) Pop-Tarts(R) Approaches 40th Anniversary With 'Design Your Own Pop-Tarts' Contest and Sweepstakes For Kids

Three $10,000 Winners Plus $25,000 Grand Prize Winner to be Selected

Kellogg's® Pop-Tarts® Approaches 40th Anniversary With 'Design Your Own Pop-Tarts' Contest and Sweepstakes For Kids

Kellogg's® Pop-Tarts® Approaches 40th Anniversary With 'Design Your Own Pop-Tarts' Contest and Sweepstakes For Kids

Three $10,000 Winners Plus $25,000 Grand Prize Winner to be Selected

BATTLE CREEK, Mich., Jan. 21 /PRNewswire/ -- Kids can add Pop-Tarts "Designer" to the list of things they would like to be when they grow up. For the first time since Pop-Tarts toaster pastries were introduced nearly 40 years ago, kids have a chance to dream-up their ideal version of America's favorite treat. Between now and February 21, kids can log onto, design their own Pop-Tarts, and name their unique creation.

Aspiring Pop-Tarts designers between the ages of 5 and 17 can submit their "designs" by logging on to and entering a code on the inside of specially marked packaging labeled Design Your Own Pop-Tarts. For six weeks, a third-party panel will select five weekly finalists from each age category (5-9, 10-12 and 13-17), who will each receive a case of their favorite Pop-Tarts and the opportunity to win a $10,000 prize for their age group.

"With flavors such as frosted chocolate-peppermint in the '70s, low-fat varieties in the '90s and the new Wild Magicburst line in 1999, Kellogg's Pop- Tarts continue to evolve along with America's changing tastes and pop culture trends," said Mark Baynes, head Pop-Tarts designer and vice president of marketing for Kellogg. "Today we want kids to be part of America's legacy of creativity and innovation by inventing their version of the next pop breakfast icon," Baynes said, adding that "anything goes" when it comes to flavor and topping combinations.

Kids will be asked to develop and name their combination of funky fillings surrounded by a crazy crust and topped with any multitude of creamy frostings and tasty toppings or sprinkles. Entries will be evaluated based on creativity and originality, use of all design elements and taste appeal.

In addition, beginning March 10, a hunt for the winning Pop-Tarts designs will give kids even more chances to win. A card featuring the three winning Pop-Tarts designs will be inserted in one package of Kellogg's Pop-Tarts. The individual who finds the winning card will be awarded the $25,000 grand prize. Kids will also have a chance to win $20 Music Cash cards which can be found in any of the 1,000 Pop-Tarts boxes available nationwide from March 10 until December 31.

Kellogg's® Pop-Tarts® first popped on the scene in 1964 as a great tasting breakfast alternative for busy families and quickly became a slice of popular culture. Today, Pop-Tarts have revolutionized the breakfast industry and continue to thrive as Kellogg's top-selling brand due to their ability to adapt to America's changing tastes.

Indeed, Pop-Tarts are such a part of our tastes that they have been mentioned in such classics as Toy Story and David Letterman's Top Ten Lists.

"Kellogg's Pop-Tarts represent a unique part of our culture as they are a favorite treat kids and parents have in common," Baynes said.

Kids consume nearly 60 percent of the nearly 2 billion Kellogg's Pop-Tarts eaten by Americans each year. In 2001, the number of Pop-Tarts sold would stretch across the United States (San Francisco to New York) 52 times or half way to the moon!

Whereas the original Pop-Tarts were introduced on such classic TV shows as My Favorite Martian, Yogi Bear and Mighty Mouse, the 2003 Design Your Own Pop- Tarts contest and Hunt for the Winning Kellogg's Pop-Tarts Sweepstakes is supported with advertising on youth-oriented Internet Web sites and print and television programs such as SpongeBob SquarePants, Spiderman, Sabrina and Crocodile Files.

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 or the Keebler Web site at

TM, ® Kellogg Co.© 2003 Kellogg Company

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