Corporate & U.S. News

Apr 7, 2004
A Great-Tasting Cereal That Can Help You Live Longer? Introducing Heart-Healthy Kellogg's Smart Start Soy Protein

BATTLE CREEK, Mich. - Living well longer and making the best of every moment can start as soon as breakfast tomorrow, thanks to the national introduction of Kellogg's Smart Start Soy Protein, a great-tasting cereal that's a good source of heart-healthy soy protein.

"Smart Start Soy Protein is an important new breakfast option; a single serving provides one-quarter of the soy protein recommended daily to help prevent heart disease," said Michael McBurney, Ph.D., senior director of nutrition and regulatory affairs for Kellogg Company. "Choosing foods such as Smart Start Soy Protein that help reduce the risk of heart disease - as well as foods that are rich in antioxidants that support a healthy immune system, like Smart Start Antioxidants - are vital choices that can help people be smart about the aging process."

The link between soy protein and heart health has become so apparent in recent years that the U.S. Food and Drug Administration has approved a health claim stating that 25 grams of soy protein daily, as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease by lowering blood cholesterol levels.

"Aging successfully involves many elements, including diet and exercise," said actress and cosmetics entrepreneur Lauren Hutton, who currently is featured in a new Smart Start advertising campaign. "I believe that good health is mostly just a matter of good habits. I never skip breakfast, for example. I often start the day with Kellogg's Smart Start Soy Protein. It tastes great and it's good for you."

Kellogg's Smart Start Soy Protein cereal -- with lightly sweetened rice, whole-wheat flakes and cinnamon-flavored soy granola clusters -- contains 10 grams of protein, of which 6.25 grams are derived from soy protein; and only 1.5 grams of fat, without any saturated fat or cholesterol per serving. In addition, Smart Start Soy Protein provides 100 percent of 10 vitamins and minerals, including folic acid and vitamins B6, B12 and E - for just 200 calories per serving.

Kellogg's Smart Start Soy Protein, with a suggested retail price of $3.89 per 17.1-ounce box, is one of the first ready-to-eat cereals with soy protein available nationally.

With 2003 sales of nearly $9 billion, Kellogg Company 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 www.kelloggcompany.com