Nov 10, 2004

Kellogg Brings Consumers Limited Edition Cereal, Pop-Tarts and Fruit Snacks Based on a Walt Disney Pictures Presentation of a Pixar Animation Studios Film “The Incredibles”

BATTLE CREEK, Mich. - The Walt Disney Pictures Presentation of the Pixar Animation Studios film “The Incredibles” lived up to its name at the box-office this weekend, breaking all records for a Disney/Pixar film. Now Kellogg’s, Walt Disney Pictures and Pixar Animation Studios have joined forces to bring this incredible excitement to breakfast tables. Kellogg Company announces the arrival of a variety of limited edition Kellogg’s products - inspired by “The Incredibles” - including The Incredibles cereal, The Incredibles Pop-Tarts toaster pastries and The Incredibles fruit snacks.

From the Academy Award®-winning creators of “Finding Nemo” and featuring the voice talents of Craig T. Nelson and Holly Hunter, “The Incredibles” is a hilarious, action-packed animated adventure focusing on an amazing family of superheroes on a mission to save the day. Now consumers can find these incredible characters on both the big screen and on grocery store shelves.

Kellogg’s The Incredibles limited edition cereal is a multi-grain cereal featuring “Incrediberry Blast” strawberry-flavored toasted corn, wheat and oats. The cereal is low in fat and provides 11 essential vitamins and minerals. The Incredibles limited edition “Incrediberry Blast” Pop-Tarts feature a delicious wildberry filling and superhero-worthy “Wham-Bam” star icing.

“We are thrilled that this special promotion with Disney and Pixar allows us to bring great family entertainment to consumers' breakfast tables,” said Jenny Enochson, Kellogg Company senior director of marketing communications.

The limited edition cereal, Pop-Tarts and fruit snacks promotion will run through Dec. 31, 2004. Support for the new products rollout includes television and print advertising as well as retail merchandising displays that highlight “The Incredibles” promotion.

Fans of “The Incredibles” also have a chance to win prizes through the following multiple promotions and consumer giveaways, all from Kellogg’s:

  • Free The Incredibles Super Launcher action toys in specially marked boxes of Kellogg’s Frosted Flakes, Froot Loops, Marshmallow Fruit Loops and Honey Smacks
  • Instant-win movie passes on specially-marked boxes of Kellogg’s Disney/Pixar Finding Nemo cereal
  • The Incredibles Mini Skateboards are available as a mail-in offer on specially-marked boxes of Kellogg’s Pop-Tarts toaster pastries
  • A 4-foot tall Mr. Incredible inflatable is available as a mail-in offer on Kellogg’s Frosted Flakes, Rice Krispies, Froot Loops and Honey Smacks
  • A Super Launcher set of one launcher and six discs is available as a mail-in offer on specially-marked boxes of Kellogg’s and Keebler cereal bars
  • The Incredibles limited edition mini racecar, a replica of the #5 Kellogg’s racecar driven by NASCAR driver Terry Labonte, is also available as a mail-in offer

From Pixar’s Director Brad Bird comes a film about an American family that takes the animated motion picture into new realms with a rich story, compelling drama and non-stop action.

“The Incredibles” follows the adventures of a family of former superheroes rediscovering the true source of their powers-in one another. Once one of the world’s top masked crimefighters, Bob Parr (AKA Mr. Incredible) fought evil and saved lives on a daily basis. But fifteen years later, he and his wife Helen (a famous former superhero in her own right) have been forced to take on civilian identities and retreat to the suburbs. Today they live as mere mortals and lead all-too-ordinary lives with their children-who go out of their way to appear “normal.” As a clock-punching insurance man, the only thing Bob fights these days is boredom and a bulging waistline. Itching for action, the sidelined superhero gets his chance when a mysterious communication summons him to a remote island for a top-secret assignment. Now, with the fate of the world hanging in the balance, the family must come together and once again find the fantastic in their family life.

With 2003 sales of nearly $9 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, pie crusts, and ice cream cones. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, Plantation, Ready Crust, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg’s web site at

Pixar Animation Studios (Nasdaq: PIXR, combines creative and technical artistry to create original stories in the medium of computer animation. Pixar has created and produced five of the most successful and beloved animated films of all time: Academy Award®-winning “Toy Story” (1995); “A Bug’s Life” (1998); Golden Globe-winner “Toy Story 2” (1999); the Academy Award®-winning “Monsters, Inc.” (2001); and the Academy Award®-winning “Finding Nemo.” Pixar’s five films have earned $2.6 billion at the worldwide box office to date. The Northern California studio’s next two film releases are “The Incredibles” (November 5, 2004) and “Cars” (holiday 2005).