Pop-Tarts Gives Fans an Exclusive Behind the Scenes Look at the 2006 American Idols Tour

Pop-Tarts Gives Fans an Exclusive Behind the Scenes Look at the 2006 American Idols Tour

Webisodes Debut on www.poptarts.com to Celebrate Launch of the Summer's Hottest Tour

BATTLE CREEK, Mich., July 14 /PRNewswire/ -- This summer, for the first time ever, Kellogg's(R) Pop-Tarts(R) is taking American Idol fans behind the scenes of the summer's hottest music tour. Exclusive footage of the Idols preparing for the tour and their life on the road will be streamed online in a series of 15 webisodes. The webisodes, which are premiering concurrent with the 2006 Pop-Tarts Presents American Idols Live! Tour, will give fans an up-close and personal look at the Idols as they travel around the country. The webisodes will provide a unique opportunity to experience what life is really like for an American Idol, including scenes from rehearsals, visits backstage at the shows, and time spent with each other on the road. New webisodes will be streamed every week on www.poptarts.com, and can be accessed by entering a special code that is available on specially-marked packages of Pop-Tarts.

"American Idol fans are extraordinarily dedicated and we are excited that Pop-Tarts can provide them with a unique peek behind the scenes," said Mark Baynes, vice president of marketing, Morning Foods Division. "In its fifth year as the tour's presenting sponsor, Pop-Tarts is now taking it to the next level, giving everyone a chance to see the Idols both on and off the stage."

The Pop-Tarts Presents American Idols Live! Tour runs from July 5 in Manchester, New Hampshire through a slated wrap-up date on Sunday, September 24 in Wilkes Barre, Pennsylvania. In addition to the webisodes, PopTarts.com will let site visitors in on the Idol action via an interactive U.S. map identifying the 60 cities hosting concerts for the tour; an interactive American Idol trivia game; links to purchase tickets for the tour; biographical information on the Idols; and a link to send friends the latest information on the webisodes. The webisodes were created and developed by American Idol Live! Tour producers 19 Entertainment in collaboration with Kellogg Company and entertainment marketing agency Starcom Entertainment.

With 2005 sales in excess of $10 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles and meat alternatives. The Company's brands include Kellogg'(R)s, Keeble(R)r, Pop-Tarts(R), Eggo(R), Cheez-It(R), Club(R), Nutri-Grain(R), Rice Krispies(R), All-Bran(R), Special K(R), Mini-Wheats(R), Chips Deluxe(R), Sandies(R), Morningstar Farms(R), Famous Amos(R) and Kashi(R). Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg's web site at www.kellogg.com.

19 Entertainment, founded by Simon Fuller, is the creator of "Pop Idol," the format that is currently in production in 30 countries around the world -- specifically in North America under the American Idol title. 19 is also known for many leading music artists, such as Annie Lennox, the Spice Girls, Kelly Clarkson, and Carrie Underwood , whose activities encompass movies, TV, video/DVD, internet and commercial relationships -- see www.19.co.uk.

http://www.poptarts.com

Source: Kellogg Company

CONTACT: Jill Saletta of Kellogg Company, +1-269-961-3799; or Leslie
Galerne of The Rogers Group, +1-310-552-4104, for Kellogg Company

Web site: http://www.19.co.uk/

Web site: http://www.kellogg.com/

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