Pop-Tarts® Brand Sprinkles Excitement and Delight With Opening of First-Ever Retail Store and Cafe in NYC
Grand Opening Includes Pop-Tarts® "Fun Way to Start the Day" and $25,000 FUNd Contest


NEW YORK, Aug. 10 /PRNewswire/ -- The Pop-Tarts® brand believes in sprinkling, frosting and filling the lives of families with everyday fun, and this summer Kellogg brings this mission to the hub of American fun with the opening of Pop-Tarts World™ in New York City. Pop-Tarts®' first retail store and cafe offers an exciting peek behind the foil and an experience that truly shows off the spirit of all-American fun that has been associated with Pop-Tarts® since its introduction 46 years ago. 


Pop-Tarts World™, featuring interactive displays, entertainment, a diverse cafe menu inspired by Pop-Tarts® toaster pastries and merchandise, opened its doors today with a grand opening celebration. To add fun and laughter to the experience, the event was hosted by a celebrity known for making people laugh, Caroline Rhea. Rhea is the voice of Linda Flynn-Fletcher, mother of  "Phineas and Ferb" on the Disney Channel, and also known for her past work on shows including "The Caroline Rhea Show" and "Sabrina the Teenage Witch." In conjunction with the Pop-Tarts World™ grand opening, Rhea hosted the Fun Way to Start the Day event and announced Pop-Tarts®' mission to award a $25,000 FUNd to encourage the creation of fun.(1)


"From the frosting, sprinkles and delicious flavors to its colorful packaging and one-of-a-kind imagery, the Pop-Tarts® brand has always cultivated an iconic spirit of fun that is beloved by millions of Americans," notes Pop-Tarts® Brand Manager Andrew Shripka. "Our new retail experience brings this fun to life by providing a unique, multi-sensory experience."



The whimsical store design highlights the entertaining nature of Pop-Tarts® and features a full-service cafe of more than 30 Pop-Tarts® creations. It also offers a wide variety of merchandise and apparel, interactive touch screen stations featuring Pop-Tarts® games, a "varietizer" that allows guests to create custom-mixed boxes of Pop-Tarts® and a T-shirt customization station where visitors can customize their own Pop-Tarts® T-shirts.



To celebrate the grand opening of the store, the colorful brand invited New Yorkers and tourists alike to take part in the summer's most Fun Way to Start the Day. Free Pop-Tarts® toaster pastries were given to everyone who visited the store between 8:30 a.m. and noon. In addition to having the first glimpse of the store, guests also had the chance to win prizes ranging from free merchandise to a once-in-a-lifetime day of fun in New York City for their entire family. 


"Pop-Tarts® toaster pastries have always been a great source of fun in my household," noted Rhea. "With all the excitement generated by the opening of Pop-Tarts World™, New York might just have a fun overload!"



Families across America are in need of more fun in their lives and the Pop-Tarts® brand has been bringing fun to families for decades. Building on that tradition, Rhea announced that the brand will award a $25,000 FUNd to the individual or family who presents the best idea for creating and spreading fun with their family and in their community. Entrants need to submit a two-minute original video at www.Facebook.com/sprinklings describing how their idea would sprinkle fun throughout their lives and communities. Full details and official rules are available on the Pop-Tarts Sprinklings™ Facebook page.


One finalist will be selected each week during the month-long contest. The three selected finalists will receive a trip to New York City in September, when Rhea will return to reveal the Pop-Tarts™ $25,000 FUNd recipient live at Pop-Tarts World™


For more information and details about the Pop-Tarts World™ opening, Pop-Tarts™ $25,000 FUNd and even more opportunities for fun, please visit www.PopTartsWorld.com, the official online gifting site for all offerings unique to Pop-Tarts World™.   


About Kellogg Company

With 2009 sales of nearly $13 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, fruit-flavored snacks, frozen waffles and veggie foods. The Company's brands include Kellogg's®, Keebler®, Pop-Tarts®, Eggo®, Cheez-It®, All-Bran®, Mini-Wheats®, Nutri-Grain®, Rice Krispies®, Special K®, Chips Deluxe®, Famous Amos®, Sandies®, Austin®, Club®, Murray®, Kashi®, Bear Naked®, Morningstar Farm®, Gardenburger® and Stretch Island®. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries. For more information, visit www.kelloggcompany.com. Kellogg's Corporate Responsibility report including its approach, progress and future direction in the marketplace, workplace, environment and community can be found at www.kelloggcompany.com/CR. For information on Kellogg Company's commitment to nutrition, visit www.kelloggsnutrition.com.



Abbreviated Rules. No Purchase Necessary to Enter. Void Where Prohibited. To enter for free and/or for complete Official Rules, go to www.facebook.com/sprinklings and follow the online instructions to submit your online entry. Registration is free. Contest begins 8/9/10 at 12:00:00 PM (ET) and ends 9/1/10 at 11:59:59 AM (ET). Open to legal residents of the fifty (50) United States and District of Columbia who are 18 years of age or older at the time of entry. One (1) Grand Prize – $25,000 from the Kellogg's® Pop-Tarts® "$25,000 FUNd" – to be used by the winner towards creating a fun program or event in his/her community. Subject to complete Official Rules. Sponsor: Kellogg North America Company, One Kellogg Square, Battle Creek, MI 49016.

®,™, © 2010 Kellogg NA Co.




Veena Raj/Sarah Bender

MS&L Worldwide

(212) 468-3045 / (212) 468-4334

veena.raj@mslworldwide.com/ sarah.bender@mslworldwide.com