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Athletes Promote Fitness and a Healthy Lifestyle With Earn Your Stripes
Program
BATTLE CREEK, Mich., Dec. 29 /PRNewswire-FirstCall/ -- Kelloggs Frosted
Flakes announced its sponsorship of six U.S. Olympic athletes who are training
to compete in the 2006 Olympic Winter Games, which will be held in Torino,
Italy. The athletes are partnering with the Kellogg Earn Your Stripes program
to raise kids awareness about the importance of keeping fit, staying active
and working hard to achieve their goals.
Kellogg will sponsor snowboarders Ross Powers and Lindsey Jacobellis,
skiers Toby Dawson and Resi Stiegler, and speedskaters Derek Parra and
Jennifer Rodriguez as they train, compete and prepare for the Olympics. All
of the dedicated athletes will be featured on either boxes of Kelloggs
Frosted Flakes or in television advertising during the Olympic Winter Games.
"These athletes embody the Olympic values of teamwork and commitment to
excellence, which are integral themes of the Earn Your Stripes program," said
Jill Saletta, director of communications, Kellogg Company. "Not everyone can
be an Olympic athlete, but we can all set goals and work hard to be our best."
The Earn Your Stripes program will highlight the athletes on its Web site
(http://www.tonythetiger.com) where kids are encouraged to "Work Hard, Eat Right and
Never Stop Earning Your Stripes." On the site, kids can learn about the
athletes personal stories and their efforts to succeed, view candid photos of
the athletes and even send them personal e-mail wishes before their Olympic
events.
In addition, specially marked boxes of Kelloggs Frosted Flakes will
contain a unique "Olympic Press Pass" that kids can use to unlock special
sections of the Web site. Kids will get ski and snowboarding tips straight
from the athletes, read weekly journal entries about their challenges at the
Olympic Games and watch a "Helmet Cam" perspective of Olympic competition from
an athletes point of view. Kids who take part in the Earn Your Stripes
online activities will also receive a special message from one of these
athletes once the Games conclude.
Kellogg Company began its support of Americas Olympic athletes in 1976.
In September, Kellogg announced its agreement to continue its partnership with
the United States Olympic Committee as an Official Sponsor through 2008.
With 2004 sales of nearly $10 billion, Kellogg Company (NYSE: K) is the
worlds 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 companys
brands include Kelloggs, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain,
Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carrs,
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 Kelloggs Web site at http://www.kelloggcompany.com.
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