KELLOGG COMPANY: HELPING CONSUMERS UNDERSTAND THE DIET AND DISEASE PREVENTION RELATIONSHIP

BATTLE CREEK, Mich., Feb. 13 /PRNewswire/ -- Kellogg Company (NYSE: K) today announced a new advertising initiative aimed at helping consumers understand the recent scientific evidence on the importance of fiber from cereal in disease prevention.

In full-page advertisements which will appear in several major national newspapers on February 14, Kellogg Company translates new research into a message for consumers striving to lead healthier lives: "eating fiber cereals for breakfast may be one of the most positive steps you can take ... Eat it for life."

"We are communicating one simple and positive message: Eat fiber cereal for breakfast," said Kellogg Company Vice President for Worldwide Nutrition Celeste A. Clark. "New studies continue to reinforce recommendations from health and government organizations for eating more fiber from grains like cereal."

The Journal of the American Medical Association (JAMA) published a study demonstrating that increased consumption of insoluble fiber from grain sources like ready-to-eat (wheat bran) cereal can significantly reduce heart disease risk. This follows findings published in the Journal of the National Cancer Institute showing that eating wheat bran fiber from cereal can reduce one's risk of colon cancer.

Kellogg Company is encouraging consumers to enjoy a wide variety of fiber cereals such as Kellogg's(R) All-Bran(R), Kellogg's(R) Raisin Bran, and Kellogg's(R) Complete(R) Bran Flakes. The Company plans to continue its leadership in communicating the importance of a nutritious diet and physical exercise in leading a healthier life on the back and side panels of its products in addition to its advertising initiatives.

The world's largest manufacturer of ready-to-eat cereal, Kellogg Company is celebrating its 90th anniversary this year. It is one of the few successful food businesses founded on the belief that diet plays an important role in a healthy lifestyle.

The recent print ad was developed by Leo Burnett, Chicago.

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/CONTACT: Karen E. Kafer of Kellogg, 616-961-3989/

/A visual image of the ad and photos are available via Wieck Photo Database, 214-392-0888./

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CO: Kellogg Company ST: Michigan IN: FOD ADV HEA SU:

KA -- DETU019 -- 6598 02/13/96 13:06 EST