BATTLE CREEK, Mich.--(BUSINESS WIRE)--March 13, 2000-- Kellogg`s® brings Poke-mania to supermarket shelves this spring with the introduction of a limited-edition cereal, based on Nintendo`s® popular Pokemon(TM) franchise.


The new cereal sets the stage for Kellogg Co.`s largest ever cross-category summer promotion that spans over 15 Kellogg`s brands offering high-value Pokemon premiums.


Scheduled to be on shelves this May, Kellogg`s® Pokemon(TM) Toasted Oat Cereal With Marshmallow Bits is the first and only Pokemon cereal. The cereal contains oat-based rings with four different Pokemon character-shaped marshmallows: blue Poliwhirl(TM), yellow Pikachu(TM), pink Ditto(TM), and green Oddish(TM). Fortified with 12 vitamins and minerals, Kellogg`s® Pokemon(TM) Toasted Oat Cereal With Marshmallow Bits will retail at an average price of $2.49 for a 13.2-ounce package.


With a bright blue package that prominently features the Pokemon characters and embossed foil lettering, Kellogg`s® Pokemon(TM) Toasted Oat Cereal With Marshmallow Bits will jump off the store shelves and make a bold statement with kids and moms.


``Kellogg`s Pokemon cereal is the latest example of our commitment to bring fun back to the cereal aisle and offers kids a unique way to catch Pokemon fever,`` said Paul Norman, vice president of marketing for ready-to-eat cereal, Kellogg USA.


The Pokemon phenomenon kicked off in the United States in September 1998 and is currently a seven billion-dollar business worldwide, with the number-one rated kids` show and video games. Poke-mania continues in 2000 with the introduction of dozens of new Pokemon characters, the new Gold and Silver Game Boy® games, and a summer 2000 sequel to Warner Bros.` Pokemon: The First Movie.


``Through this integrated marketing campaign, Kellogg`s creates the ultimate `Pokemon experience,` and allows kids to participate in the Pokemon phenomenon in a new way,`` said Kevin Smith, vice president, consumer promotions, Kellogg USA.


Marketing support for the cereal launch includes a print and television advertising campaign, developed by Leo Burnett of Chicago, that will break in June, and eye-catching point-of-sale materials.


With sales of nearly $7 billion, Kellogg Co. is the world`s leading producer of ready-to-eat cereal and a leading producer of convenience foods, including toaster pastries, cereal bars, frozen waffles, and veggie foods. The company`s brands include Kellogg`s®, Special K®, Rice Krispies®, Eggo®, Pop-Tarts®, Nutri-Grain®, and Morningstar Farms®.


Kellogg icons, such as Tony the Tiger® and Snap!® Crackle!® Pop!® are among the most recognized characters in advertising. Kellogg products are manufactured in 20 countries and marketed in more than 160 countries around the world. For more information, visit the Kellogg Web site at www.kelloggs.com.