Revealed: The Secret Life of Your Child's Lunch
Moms and Kids Come to Snack Compromise in Rice Krispies Treats™ Survey
PRNewswire-FirstCall
BATTLE CREEK, Mich.
(NYSE:K)

BATTLE CREEK, Mich., Aug. 8 /PRNewswire-FirstCall/ -- Every school night it's the same kitchen-counter showdown as kids negotiate deals with parents about what snack goes in their lunchbox. Parents push for nutritious snacks, while kids campaign for something sweet and tasty. So, as a parent, how do you come to a compromise with your child to pack a lunchbox snack that actually ends up in their stomach and not in the garbage can? The answer is actually easier than you might've guessed.

The Great Lunchbox Treaty

To lift the lid and learn more about what mom and child want in the lunchbox, Kellogg's® Rice Krispies Treats® brand commissioned a nationwide "Great Lunchbox Treaty" survey, conducted via Weekly Reader Research's INSIDERS survey panel. Nearly 300 children ages 8-12 and their mothers were surveyed.

  The Rice Krispies Treats™ "Great Lunchbox Treaty" survey found that:

  -- More than half (54 percent) of kids want snacks that are tasty and
     sweet.
  -- Nearly 100 percent of their moms say that they are most concerned about
     choosing snacks that their kids like (99 percent), are easy to eat (98
     percent) and are nutritious (97 percent).
  -- Moms want the best for their children, but 70 percent of kids throw
     their lunchbox snack away, give them to a friend or bring them home.
     Only 30 percent actually eat the snacks their moms pack in their
     lunchboxes.
  -- Moms face a difficult challenge in selecting a wholesome snack that
     their kids will actually eat.  More than 60 percent (63 percent) of
     moms feel they have to bargain with their children when it comes to
     choosing snacks for their lunchbox.

"We recognize that a lot of bartering happens between parents and kids when deciding what to include in the lunchbox and that can be a challenge," said Jane Ghosh, director of wholesome snacks marketing at Kellogg. "While Rice Krispies Treats® marshmallow squares have been a long-favored treat, what parents might not realize is that they have also always been a delicious, 90-calorie intelligent snacking choice in a convenient, lunchbox-friendly package."

What Happens at School Stays at School

With best intentions in mind, most moms pack their children's lunches with wholesome snacks. But what those same moms don't realize is that 50 percent of kids are either throwing those snacks away or giving them to a friend. If they do ditch their snack at school or trade it with a friend, more than half of kids (53 percent) aren't very likely to fess up to doing so. Only 20 percent of kids bring unwanted snacks home.

Moms can now put an end to all of this haggling and cafeteria trading with a wholesome snack that meets both moms' and kids' lunchbox demands -- Rice Krispies Treats® marshmallow squares. Whether mom or child, ooey, gooey, Rice Krispies Treats® are an all-time favorite snack. Nearly 100 percent of moms agree that their children love Rice Krispies Treats® (96 percent) and feel that they are a great snack for their child's lunchbox (91 percent).

What moms may not realize is that, at 90 calories per each 22-gram bar, Original Rice Krispies Treats® have always been a deliciously tasty, smart snack. Now moms can have peace of mind knowing that her child's lunchbox snack isn't being bartered in the lunchroom and kids get to have the "cool," sweet snack that they won't even consider selling to the highest bidder.

About Kellogg Company

With 2006 sales of almost $11 billion, Kellogg Company (NYSE: K) is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit snacks, frozen waffles and veggie foods. 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 17 countries and marketed in more than 180 countries around the world. For more information, visit the company's Web site at http://www.kelloggcompany.com/.

SOURCE: Kellogg Company

CONTACT: Allison Costello of Ketchum, +1-412-456-3741,
allison.costello@ketchum.com, or Thuy-An Wilkins, Kellogg Media Hotline,
+1-269-961-3799, media.hotline@kellogg.com

Web site: http://www.kelloggcompany.com/

Company News On-Call: http://www.prnewswire.com/comp/483375.html