It's Fun to Put Snap! Crackle! Pop! Into Your Web Page

Kellogg's Famous Rice Krispies Trio Hosts Home Page On The World Wide Web

BATTLE CREEK, MI-- In a move that could set a new trend for the intensely
competitive breakfast foods market, Kellogg Company has announced the
launch of its first home page - and a first for the cereal category - on
the Internet's World Wide Web. The site was developed by Magnet
Interactive Communications, a leading interactive media development agency
and key Kellogg interactive technology partner. Site content was provided
by Leo Burnett and J. Walter Thompson, Kellogg's global advertising
agencies. The Kellogg site will be hosted by the company's popular Rice
Krispies cereal brand spokescharacters, Snap! Crackle! Pop!.

"We always look for new opportunities to communicate with our customers
about Kellogg products and the importance of a good breakfast," said Dave
Vroom, assistant to the chairman, Worldwide Marketing, Kellogg Company.
"By creating a colorful and fun home page on the World Wide Web, we'll be
offering our consumers a way of interacting with the company in an
exciting new format. Additionally, the web site will allow us to easily
integrate new interactive venues with our traditional advertising and
packaging promotions."

Users will log onto the site at "http://www.kelloggs.com" and begin their
adventure at the Kellogg Clubhouse. From the foyer, Snap! Crackle! and
Pop! direct users to the rec room, lounge and kitchen where each character
hosts a different room. Bold colors and graphics invite the users to visit
the rec room for downloadable commercials and audio clips, and a Snap!
Crackle! Pop! screensaver; the lounge for games, coloring activities and
images of spokescharacter promotional items from the past 30 years; and
the kitchen for recipes, nutritional information and a look at Kellogg's
cereal boxes from around the world. Visitors to the Kellogg Clubhouse can
also access updated information on new products.

Kellogg and Magnet are committed to creating an entire Kellogg community on
the World Wide Web. In the near future, adults can "attend" Kellogg's
Nutrition University and learn about what makes a better breakfast.
Recipes and nutritional information will also be available at Nutrition
University. Children will enjoy interacting with more characters from
their favorite Kellogg's cereal brands, including Tony the Tiger and
Toucan Sam, in the Clubhouse. Additionally, web site visitors from the
investment community will find information in a special section on the
Kellogg corporation, including investor updates and stock value/returns.
The entire site will continually evolve and be refreshed seasonally with
new themes.

"Magnet is excited to facilitate Kellogg's foray into electronic commerce,"
said Basel Dalloul, chairman and CEO, Magnet Interactive Group. "We share
their commitment to create an informative and fun web site that will
promote one-on-one relationships between Kellogg and their consumers."

The home page on the World Wide Web is Kellogg's third interactive
marketing venture. This fall, Kellogg joined the Microsoft Network as a
sponsor of a family-oriented information site. The Kellogg site, developed
with Leo Burnett, Chicago, includes two areas -- "Toon-O-Rama" and
Nutrition FAQs -- which Microsoft users can visit online. Last year,
Kellogg and Michael Conrad & Leo Burnett/Frankfurt developed a computer
game for the German market, "Tony and Friends in Kelloggland," which
features various Kellogg characters as well as nutrition facts.

Kellogg Company, the world's leading breakfast cereal manufacturer, is
headquartered in Battle Creek, MI.

Magnet Interactive Communications is a full service interactive marketing,
entertainment and online communications agency. A subsidiary of Magnet
Interactive Group, Inc., Magnet Interactive Communications is located in
Washington, DC. For more information, explore Magnet's World Wide Web site
at http://www.magnet.com.

All brand names are the exclusive property of Kellogg Company.

Contact: Sara Rosales/Ann Backowski, Manning Selvage & Lee
Voice: 213-782-6600
Email: srosales@mslpr.com
Or
Email: abackows@mslpr.com

Contact: Meredith Clements, Magnet Interactive
Voice: 202-625-1111
Email: meredith@magnet.com or

Contact: Karen MacLeod, Kellogg USA
Voice: 616-961-3989
 
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