Life Cereal Brings Adventure to the Breakfast Table and Beyond ...

Life Cereal Brings Adventure to the Breakfast Table and Beyond ...

Promotion Celebrates Launch of First Choose Your Own Adventure(R) DVD

CHICAGO, Aug. 10 /PRNewswire/ -- Choose Your Own Adventure(R)(CYOA), one of the most popular children's book series of all time, which puts kids in control of the story, launches an interactive DVD series based on the same name. Now, viewers use the DVD remote control to choose from 11 different storylines. To help celebrate the launch, Quaker Life Cereal gives the whole family a chance to 'taste' adventure with the first CYOA DVD, The Abominable Snowman. The celebrity voice cast includes Felicity Huffman, William H. Macy, Frankie Muniz, Mark Hamill, and Lacey Chabert.

"Kids and adults have been sharing the love of Life Cereal for more than 40 years. Now, the whole family can enjoy the taste adventure of Life along with the interactive adventures of the new DVD, which makes this partnership such a great fit," said Regan Ebert, Vice President of Marketing for Quaker Foods.

The Abominable Snowman DVD chronicles the adventure of three daring siblings who travel to the Himalayas to find their missing uncle. Along the way, the children encounter a mythical Yeti who enjoys eating Life Cereal. Even Yeti like the delicious lightly sweetened great taste of Life Cereal! The Abominable Snowman will be featured on 18 million boxes of Original Life, Cinnamon Life and Honey Graham Life with a $3.00 rebate toward the DVD when you buy Life Cereal from August - November 2006.

In addition, http://www.lifecereal.com/ features interactive activities for kids, including an interactive country quiz, printable coloring pages and maze activity sheet as well as an online sweepstakes to win more than 400 prizes. One grand prize winner will designate a child ages 3 - 11 have his/her image appear in the next animated Choose Your Own Adventure(R) movie and enjoy a year's supply of Life Cereal.

Quaker Life Cereal is available in four varieties: Original Life, Cinnamon Life, Honey Graham Life and Vanilla Yogurt Crunch -- all are made with whole grain Quaker oats and provide nine essential vitamins and minerals, including calcium, iron and several B vitamins. Nutrition experts agree that both kids and adults need to fit more whole grains and fiber into the diet. Currently, more than 90 percent of Americans fail to consume the recommended amount of whole grains or fiber.

Since its launch in 1961, Life Cereal has grown into one of the largest brands in the cereal aisle. Its legendary "Mikey" commercial, which aired from 1972 until 1984, was one of the longest-running commercials of all time and made the brand a household name. For more information on Life, visit http://www.lifecereal.com/ .

ABOUT QUAKER OATS

In 1997, the U.S. Food and Drug Administration granted the first food- specific health claim to Quaker Oats for soluble fiber in oats and its heart- health benefits. The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc., one of the world's largest consumer packaged good companies. Quaker's brands include Quaker Oatmeal, Cap'n Crunch and Life cereals, Rice-A- Roni and Near East side dishes and Aunt Jemima pancake mixes and syrups. For more information, please visit http://www.quakeroats.com/ .

ABOUT LEAN FORWARD MEDIA

Lean Forward Media is a high-growth company dedicated to creating high- quality content that entertains, engages and educates. Lean Forward Media is the exclusive home entertainment licensee of Choose Your Own Adventure(R), a best-selling book series that sold over 250 millions copies. Choose Your Own Adventure(R) is a Registered Trademark of ChooseCo LLC. Lean Forward Media uses innovative interactive technology to develop and produce the breakthrough interactive DVD, Choose Your Own Adventure(R), The Abominable Snowman, a movie that puts the viewer in control of the story. Lean Forward Media is producing a series of Choose Your Own Adventure(R) movies, and will debut The Lost Jewels in 2007 and Mystery of the Maya in 2008. The company is headquartered in Beverly Hills, California, and can be found on the web at http://www.leanforwardmedia.com/ .

Source: Quaker Foods

CONTACT: Candace Mueller of Quaker Foods, +1-312-821-2709,
candace_mueller@quakeroats.com

Web site: http://www.quakeroats.com/
http://www.leanforwardmedia.com/
http://www.lifecereal.com/

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