GOOD NEWS FROM KELLOGG’S

Kellogg Brings a Family Favorite Back to the Table for Gluten-Sensitive People With Launch of Rice Krispies® Gluten Free Cereal

BATTLE CREEK, Mich., May 11, 2011 /PRNewswire/ — The wait for people with celiac disease and gluten sensitivity is almost over. Starting in June 2011, grocery stores nationwide will begin stocking new Kellogg’s® Rice Krispies® Gluten Free cereal alongside the original variety.

Rice Krispies® Gluten Free cereal brings a family favorite back to the tables of people who are unable to eat gluten, offering long-time fans and a new generation of gluten-sensitive kids the joy of eating a bowl of this beloved cereal “that talks,” or whipping up a batch of delicious, gluten-free Rice Krispies Treats® marshmallow squares.

“Kellogg is pleased to announce plans for the launch of our first-ever gluten-free cereal – Rice Krispies® Gluten Free – which should start hitting store shelves by early June,” said Doug VanDeVelde, senior vice president of marketing and innovation at Kellogg. “We heard the strong desire from people within the gluten-free community, especially parents, for more affordable foods that they can serve their families, and we are helping to fill that need.”

The new cereal eliminates barley malt (the source of gluten in the original Rice Krispies® cereal) and is made with whole grain brown rice to differentiate it from the original and for flavor. Each serving of the new gluten-free cereal contains 120 calories, less than 1 gram of sugar, 1 gram each of fat and fiber, 3 grams of protein and 190 milligrams of sodium. The cereal is fortified with several vitamins and minerals. The suggested retail price for new Rice Krispies® Gluten Free cereal is the same as the original cereal.

Kellogg’s® Rice Krispies® Gluten Free cereal will be produced in a separate facility that has been making gluten-free products for nearly a decade. Each batch of cereal will be tested to ensure its gluten-free status, as will the production line.