Corporate & U.S. News

Jan 8, 2004

BATTLE CREEK, Mich. - Kellogg Company is currently launching new Eggo French Toaster Sticks with two primary customers in mind -- children who love French toast and their parents who usually don't have time to make it.

According to recent research conducted for Kellogg, while nearly half of the moms surveyed said their kids "love" French toast, they were only able to serve it on weekends or special occasions because they didn't have the time to prepare it. However, 82 percent agreed that if they could serve a pre-made, ready-to-heat-in-the-toaster French toast, they'd serve it more often. And, 66 percent said they would be very likely to purchase a product served as sticks for easier preparation and handling by their children.

As the first French toast offering for the Eggo brand, Eggo French Toaster Sticks take only a few minutes to "Toast 'Em and Go" and kids love the delicious taste. Eggo French Toaster Sticks -available in original and cinnamon flavors - also contain 30 percent less fat than competitive products, have 220 calories per serving and include a number of key vitamins and nutrients, ranging from calcium and iron, to Vitamin A and Folic Acid.

Eggo French Toaster Sticks, with 32 sticks per package, are available in the frozen food section next to other Eggo products at grocery stores and mass retailers nationwide for a suggested retail price of $2.39. The product launch includes an integrated marketing campaign that features in-store sampling and point of sale materials, along with an online, print and TV broadcast advertising campaign scheduled to begin Jan. 5.

About Kellogg Company 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, good-tasting 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

InsightExpress, a leader in online market and opinion research, online survey of 300 randomly sampled women age 18 or older during a 48-hour period in November 2003

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