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Kellogg Company Announces Expanded Brand-Building Strategy
May 22, 2003
Kellogg Company Announces Expanded Brand-Building Strategy

Kellogg Extends Its Reach Beyond the Cereal and Snack Food Aisles

Already the world's leading producer of cereal and a top manufacturer of convenience foods, Kellogg Company announced its plans at L!CENSING 2003 International to further expand its reach beyond the cereal and snack food aisles with extensive licensing initiatives in the toy, apparel, entertainment, publishing, and food categories.

After the successful launch of its licensing program in 2001, Kellogg has quickly become one of the world's top 100 leading licensors. As one of the most recognized and trusted brand names in the world, with brands and characters that have become a part of everyone's daily lives, Kellogg will continue to leverage its consumer recognition and the overall growth of the food and beverage licensing industry with its expanded licensing program.

"Kellogg provides the best of both worlds in licensing with great characters and recognizable brands that resonate with kids and adults," said Elisa Webb, director of worldwide licensing, Kellogg Company. "As we continue our long term licensing strategy, we're focused on sustained brand growth by creating quality products that strengthen consumers' emotional bond with our company."

Some of the licensed products Kellogg will be featuring at this year's L!CENSING 2003 International include:

  • Special K Collection: In conjunction with Bruce Brown Fashions Inc., Kellogg launches a woman's apparel line designed for today's active woman, suitable for a variety of occasions and utilizing figure-flattering designs. The fun, comfortable and versatile line is inspired by the Special K consumer, who embodies confidence and maintains balance in today's hectic times. The line will be available to consumers at retail beginning in November 2003.
  • Tony the Tiger and Friends: To further extend the role of Kellogg's icons as a part of American culture, Kellogg has teamed up with Tanglewood Family Entertainment, Inc. to launch a live production show. Created to entertain children of all ages through music, audience participation and imagination, the show features Tony the Tiger, Dig'Em, Toucan Sam, and Snap! Crackle! and Pop!, is currently traveling to fairs and festivals across the country.
  • Coloring and Activity Books: Modern Publishing's new series of coloring and activity books features Kellogg's widely recognized cereal characters in fun settings for kids to color.
  • Fudge Shoppe: Fudge Pops: Kellogg partners with The Jel Sert Company, number one manufacturer of freezer pops, to introduce Fudge Shoppe Fudge Pops.

In addition to the licensees and products that it is highlighting at L!CENSING 2003 International, Kellogg has more than 100 licensees worldwide, including Mattel, American Greetings, Houston Harvest and Brach's. The majority of Kellogg's licensed merchandise can be found in mass market and grocery store chains.

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 and tasty 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, Morning Star Farms, and Kashi. For more information, visit Kellogg's Web site at

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