TORONTO, ON, June 29, 2004 – This summer, everyone's favourite web-slinging super-hero is swinging off the silver screen and onto breakfast tables everywhere. Kellogg Canada introduces its limited edition Kellogg's* Spider-Man toasted oat cereal and Kellogg's* Spider-Man Pop-Tarts toaster pastries - just in time for the June 30 North American movie release of Sony/Columbia Pictures' "Spider-Man 2".

"Our partnership with 'Spider-Man 2' exemplifies Kellogg Canada's commitment to enhancing the value of our breakfast cereals to our consumers, over and above their great taste and nutritional value," said Christine Lowry, Vice President, Nutrition and Corporate Affairs, Kellogg Canada. "Through nationwide promotions and products, Kellogg is bringing Spider-Man excitement to families and fans across the country."

"Kellogg Canada has a long history of bringing movie excitement to breakfast tables," said Wendy Berry, Associate Director of Promotions, Kellogg Canada. "With Spider-mania building, we're pleased to bring the Spider-Man phenomenon to households across Canada."

The promotion includes Kellogg's* Spider-Man toasted oat cereal with Spidey-berry (wild berry) fruit-flavored toasted oats. Available while supplies last, the cereal is low in fat and is a source of 8 essential nutrients. Kellogg's* Spider-Man Pop-Tarts, featuring red icing with grey webbing and a delicious Spidey-berry fruit filling, provide five essential nutrients and no preservatives.

Consumers can collect one of three Spidey-Signal wristbands free, randomly inserted in specially marked boxes of Kellogg's* Frosted Flakes*, Corn Pops*, Mini-Wheats* Original, Mini-Wheats* Brown Sugar and Froot Loops* cereals while supplies last. With a special mail-in offer on promotional packs of Eggo* waffles, consumers can also get the Super Slim Spider-Man Watch for two tokens plus shipping and handling for a limited time only while supplies last.

About Kellogg Canada
Founded in 1914, Kellogg Canada is the leading manufacturer of ready-to-eat cereal in Canada. In addition to providing nutritious, high-quality foods, Kellogg Canada is committed to educating consumers about nutrition through responsible packaging, brochures, advertising and symposia developed with the scientific and medical communities. For more information, visit the Kellogg Canada web site at www.kelloggs.ca.

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