Jan 13, 2003

Celebrated Pop-Icons Help Launch Kellogg's 'Design Your Own Pop-Tarts' Contest

Los Angeles, CA, January 13, 2003 - Care to wake up to a green chili filled Pop-Tart shaped like a Lamborghini? How about dropping a bagel shaped Pop-Tart filled with cream cheese into the toaster? If Missy "Misdemeanor" Elliott or singer Vanessa Carlton had their way, these concoctions would be their dream flavors for America's favorite breakfast treat. Scores of celebrities including Christina Aguilera, Ashanti, Rob Thomas of Matchbox 20 and Johnny Rzenik of the Goo Goo Dolls munched on their favorite Pop-Tarts backstage at the American Music Awards and offered their own unique designs for the brand, celebrating almost 40 years as a pop-icon in its own right.

Launched the day of the American Music Awards, Kellogg's Pop-Tarts announced the first ever "Design Your Own Pop-Tart" contest where kids around the country can create and name their own combination of funky fillings surrounded by a crunchy crust and topped with any multitude of frostings and colorful sprinkles. Three winners will receive $10,000 each for the most imaginative and tasty designs. Between now and February 21, 2003 kids can log onto to create their unusual designs.

Since they first popped on the scene in 1964, Pop-Tarts have revolutionized the breakfast industry and continue to thrive as Kellogg's top selling brand due to their ability to adapt to America's changing tastes.

With 2001 sales of about $8 billion, Kellogg Company (NYSE: K - News) 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