Corporate & U.S. News

Kellogg's Frosted Flakes Cereal Becomes Official Breakfast Cereal of NHL And NHLPA

New York, New York, January 13, 2003 - Kellogg Company (NYSE:K) and the National Hockey League and the National Hockey League Players' Association today announced a multi-year agreement that makes Kellogg's® Frosted Flakes® the "Official Breakfast Cereal" of the NHL and NHLPA in the United States.

The key component of the partnership will be the creation of the Kellogg's Frosted Flakes/NHL Supercharged Challenge, a promotion that culminates at the Stanley Cup Finals. The integrated promotion will be conducted through three venues - "Supercharged" nights in select NHL team markets (Boston, Chicago, Detroit, NY Rangers, Minnesota and Washington), Hockey Rules Ice and Inline Tour events (the NHL's series of youth hockey tournaments visiting 21 U.S. cities) and through the Internet via Winners from each of the three platforms will receive "The Ultimate NHL Cup Crazy Day" - a trip to the Stanley Cup Finals and their picture taken with the Stanley Cup.

The promotion will be supported through local media and a strong retail presence, which will further expose Kellogg's Frosted Flakes to the NHL's loyal and passionate audience.

Kellogg is producing a hockey-themed Kellogg's Frosted Flakes cereal box featuring Tony the Tiger as a goalie, as well as NHL and hockey trivia. More then two million of the custom cereal boxes will appear on shelves nationwide in January and February.

"The NHL is very pleased to partner with Kellogg's Frosted Flakes," said NHL Group Vice President, Corporate Marketing, Andrew Judelson. "This is a tremendous partnership between two `supercharged' brands that resonate with youngsters and families across the United States. We look forward to helping to grow each others business while having some fun together."

With 2001 sales of about $8 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, 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

NHL and Stanley Cup are registered trademarks of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams. All Rights Reserved.

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