A Partnership 100 Years in the Making: Love Your Cereal for the Ultimate Morning Routine

BATTLE CREEK, Mich., Jan. 18, 2012 /PRNewswire/ -- Smiles, cereal and a white upper lip. That's what iconic Kellogg's® characters Snap!, Crackle!, and Pop!®, Mini™ and Tony The Tiger™ deliver in their first-ever Milk Mustache ad.  The ad marks the first partnership between the National Milk Mustache got milk?® campaign and Kellogg's "Love Your Cereal" initiative reminding Americans that cereal and milk help start the day out right.

(Photo: http://photos.prnewswire.com/prnh/20120118/CG37353)

The ad reads: "Even better together. When the cereal and milk you love team up, they deliver powerful nutrients to help prepare you for the day ahead. It's the ultimate morning routine."

"At Kellogg's, we know that a bowl of cereal and milk is a great, nutritious way to start your day," said Doug VanDeVelde, Kellogg SVP of marketing and innovation-ready-to-eat cereal. "So, it just made sense to bring our two brands together in a fun way while continuing to engage moms about the many nutritional benefits of cereal with milk. In fact, this dynamic duo delivers 10 important nutrients to kid's diets."

The nationwide ad campaign will include milk and cereal messaging on 20 million select Kellogg's cereal boxes through April. Additionally, milk coupons will be inside seven million specially marked packages of Kellogg's cereal as part of a $5.00 savings offer.

Simple & Nutritious: Kellogg's Cereal and Milk

A breakfast of Kellogg's cereal and milk is a simple, affordable meal that provides nutrition as well as kid-approved taste. 

A bowl of low-fat, nutrient-dense cereal:

• Helps ensure kids get one more serving of milk when they pour it over their cereal – including high-quality protein and other essential nutrients kids need. This is particularly important given 41 percent of the milk consumed by 6- to 12-year-olds is consumed with cereal[1], and the figure is even higher for African-American (54 percent) and Hispanic children (48 percent)[2]
• Increases intake of riboflavin and other B vitamins, and vitamins A and D[3]. And usually at less than 200 calories per serving, it compares favorably to other breakfast options
• Is the leading source of 10 nutrients in children's diets and provides four nutrients  -- calcium, vitamin D, potassium and fiber -- most likely to be lacking in kids' diet, when combined with a serving of milk[4]   
• Provides only a small proportion (about 4 percent) of the average U.S. kids' daily intake of sugar[5]
• Costs just 50 cents per serving, including the milk[6]

"Milk is the perfect complement at breakfast," said Victor Zaborsky, MilkPEP Marketing Director. "We teamed up with Kellogg's to remind America about the winning breakfast combination of milk and cereal, which helps families get nourishment they need for successful days." 

Find more about the benefits of cereal and milk for breakfast at www.Kelloggs.com/loveyourcereal.

About the National Milk Mustache "got milk?®" Campaign

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The National Fluid Milk Processor Promotion Board, through MilkPEP, runs the National Milk Mustache "got milk?®" Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk.  For more information, go to www.whymilk.com.  Deutsch, A Lowe and Partners Company, is the creative agency for the National Milk Mustache "got milk?®" Campaign.

About Kellogg Company

For more than 100 years, consumers have counted on Kellogg for great-tasting, high-quality and nutritious foods. Kellogg Company, with 2010 sales of more than $12 billion, 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. Kellogg Company's beloved brands, which are manufactured in 18 countries and marketed in more than 180 countries, 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 Farms®, Gardenburger® and Stretch Island®. For more information on the Kellogg Company, including our corporate responsibility initiatives, visit www.kelloggcompany.com.

[1] Haas P, et al. Effectiveness of whole grain consumption in the prevention of colorectal cancer: Meta-analysis of cohort studies. Intl J Fd Sci Nutr 2009; Mar 21:1-13. [Epub ahead of print].

[2] Slattery ML et al. Plant foods, fiber, and rectal cancer. Am J Clin Nutr 2004;79:274-281.

[3] Nicklas TA, Bao W, Webber LS, Berenson GS. Breakfast consumption affects adequacy of total daily intake in children. J Am Diet Assoc. 1993.;93(8):886-891.

[4] NHANES, 2003-2006.

[5] NHANES, 2003-2006. 

[6] Calculation represents the average price of one serving of Kellogg Canada Inc. cereal and half a cup of milk.  Based on Nielsen MarketTrack Average Retail Price/Unit for 52 week period ending December 20, 2008.

SOURCE Kellogg Company