MURRAY SUGAR FREE COOKIES TAKE ON CHIPS AHOY
Company Unveils the New Taste of Its Sugar Free Cookies at Event in New York's Times Square
BATTLE CREEK, Mich., June 19, 2006 — Can a sugar free chocolate chip cookie really taste as good as a regular chocolate chip cookie? MURRAY Sugar Free thinks so, and it has the research to back it up. In recent independent taste tests, consumers said that MURRAY Sugar Free Chocolate Chip cookies, which are sweetened with SPLENDA® Brand Sweetener, tasted just as good as CHIPS AHOY* Original Chocolate Chip cookies.
"The consumers in our test groups reacted very positively to MURRAY Sugar Free," said Robert N. Reitter of the market research firm Guideline. "Respondents thought the sugar free cookies tasted just as good as CHIPS AHOY."
MURRAY is so confident about the great taste of its cookies that it has launched a campaign to encourage consumers to do their own taste tests. The campaign kicked off today with an event in the heart of Times Square, where visitors to the world-famous destination were given free samples of MURRAY Sugar Free Chocolate Chip cookies. The centerpiece of the occasion was an enormous MURRAY Sugar Free cookie jar, branded with the tagline "The Proof is in the Cookie Jar," which was perched atop the Hard Rock Cafe's Times Square marquee.
MURRAY Sugar Free has developed a new recipe for its Sugar Free line using SPLENDA® Brand Sweetener — the no calorie sweetener that is made from sugar, so it tastes like sugar. By next year, the entire MURRAY Sugar Free product line (eighteen varieties in all) will be sweetened with SPLENDA® Brand Sweetener. In addition to today's launch event, MURRAY is promoting the new products sweetened with SPLENDA® Brand Sweetener with a national advertising and sampling campaign.
Consumers have enjoyed MURRAY Cookies since 1940, when the Murray Biscuit Company was founded. In 1999, Keebler Foods Company acquired President Baking Company, which included MURRAY Sugar Free. Kellogg Company acquired Keebler Foods Company in 2001. For the past decade the company's greatest successes have been recipes and products that serve consumers who manage their sugar intake. MURRAY Sugar Free cookies are now the country's most popular sugar free cookie, with more than 45 percent of the market's share. For local product availability and additional information on the entire MURRAY Sugar Free cookie line, please visit www.murraysugarfree.com.
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 and meat alternatives. The Company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Club, Nutri-Grain, Rice Krispies, All-Bran, Special K, Mini-Wheats, Chips Deluxe, Sandies, Morningstar Farms, Famous Amos 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 www.kellogg.com.