Kellogg's Frosted Flakes®, In Association With ESPN, Announces First-Ever, For-Kids-By-Kids Sports Website --
A Space for Kids to Speak Out on Sports


A Space for Kids to Speak Out on Sports

Battle Creek, Mich. (October 16, 2007) — Do you know a kid like Chris who draws inspiration from a professional football player during challenging times? Or perhaps you know a kid like Tess whose hard work and dedication developed her into one of the top pitchers in Michigan? Now there is a forum for kids to talk about sports from their point-of-view and to learn from other kid athletes too. Kellogg's Frosted Flakes®, in association with ESPN, launched the first-ever, for-kids-by-kids sports environment,, called the Earn Your Stripes™ Sports Page.

No matter what level player they are, the sports page is a forum for kids to talk to other kids about what's happening on their team or to share opinions about hot sports topics and participate in sports-related polls. Kids can submit stories about their personal sports experiences, as well as participate in Sports Speak, a message board for general sports conversation. The site can be customized to different sports teams and is constantly updated, so kids are encouraged to check back often.

Also on the site, kids can read sports articles written by kid field correspondents from around the country and learn about other hot topics from the first-ever Earn Your Stripes™ Reporter, Adam. Check out Adam's coverage of the Little League World Series. He reported on what happened on the field and behind the scenes.

"I love sports! Winning is great, but getting out there and making things happen with my friends is what it's all about," said Adam the Earn Your Stripes™ sports reporter. "The Earn Your Stripes™ Sports Page is the place where I can talk about what's going on and learn about new things that will help me and my friends play better."

"Earn Your Stripes™" is all about kids taking their game to the next level, which is particularly important during the school year when they have to balance schoolwork and sports. Earn Your Stripes means you:

 WORK HARD - always believing in yourself and being your best will help you overcome challenges and accomplish your goals
 EAT RIGHT — enjoy a complete breakfast and eat foods that give you the energy you need to play the sports you love

The Earn Your Stripes Sports Page also recognizes real kids from around the country who are active and eat right through Earn Your Stripes™ "Award Shorts," which are one-minute videos highlighting how their love for sports and dedication inspires other kids. The "Award Shorts" are hosted by Adam and profile kids and teams who have been exceptionally motivational in a variety of areas like teamwork, dedication and breakthrough performances. Two new "Awards Shorts" will be available this fall and can be viewed in the ESPN video player.

About the 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 Kellogg's Web site at
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Contacts: Beth Gordon
Hunter Public Relations
212/679.6600 x261

Kris Charles
Kellogg Company