Corporate & U.S. News

One-of-a-Kind Partnership Between Kellogg and Leading Retailers Goes Nationwide
Kellogg's Healthy Beginnings program features complimentary health screenings and educational tips and tools for consumers

BATTLE CREEK, Mich., April 5 /PRNewswire-FirstCall/ -- Many supermarket shoppers will be able to check out their health before they hit the checkout line this spring.

Thanks to the Kellogg's Healthy Beginnings program -- the only one of its kind -- a partnership between Kellogg Company (NYSE: K) and more than 70 grocery retailers nationwide, consumers will be able to better understand how to improve their health, including the importance of whole grains in a healthy diet. That's particularly good news as Americans today are facing unprecedented health crises including conditions such as heart disease (now the leading cause of death for women) and obesity.

Kellogg's Healthy Beginnings was successfully pilot-tested in 2005 and has been substantially expanded to provide consumers across the country with educational information and free health screenings and assessments focused on heart health, digestive health and weight management. At participating stores, shoppers can:

* Participate in a free health screening -- a $25 value that includes a cholesterol test, blood pressure check, dietary fiber intake assessment, heart health assessment and BMI screening;

* Receive a free booklet containing helpful information and easy-to-use health assessment tools;

* Collect valuable coupons and product samples of Kellogg's Healthy Beginnings brands;

* Receive a complimentary "food ruler" with nutrition information to help consumers easily apply the new FDA Food Pyramid guidelines.

"For 100 years, Kellogg has helped Americans improve their eating habits. Mom knew what she was talking about when she said that 'breakfast is the most important meal of the day,' and Kellogg's Healthy Beginnings is all about helping consumers get each and every day off to a great start and improving overall health," said Christine Lowry, vice president, nutrition. "We're proud to be the only food company, in partnership with grocery retailers, to bring this kind of health education and health screenings program to consumers nationwide."

The Kellogg's Healthy Beginnings brands include Kellogg's Smart Start Healthy Heart, with ingredients that may help lower both cholesterol and blood pressure; Frosted Mini-Wheats, which provides at least 85 percent of daily whole-grain needs; Special K, a simple solution to help with weight management; and All-Bran, which is high in fiber and promotes a healthy digestive system.

Kellogg believes that good-for-you foods should taste great and recently has introduced delicious new varieties of each of the Healthy Beginnings brands, including:

  *  Kellogg's Smart Start Healthy Heart Maple & Brown Sugar;
  *  Kellogg's Frosted Mini-Wheats Strawberry Delight;
  *  Kellogg's Special K Fruit & Yogurt;
  *  Kellogg's All-Bran Yogurt Bites.

The Kellogg's Healthy Beginnings program will be offered by major food retailers nationwide through May, with a second wave of events scheduled to take place in the fall. Consumers can visit for more information and use the "event locator" tool to identify participating retailers in their area.

About Kellogg Company

With 2005 sales in excess of $10 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, 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 .

SOURCE: Kellogg Company

CONTACT: Dan Moore, +1-919-932-6006, ext. 117, or Linda Leiken,
+1-919-932-6006, ext. 116, both of Collins Youngclaus; or Jill Saletta of
Kellogg Company, +1-269-961-3799

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