May 25, 2006 (Toronto, ON.) – Kellogg Canada and Dairy Farmers of Canada, along with Olympic Hall of Famer Curt Harnett and students from Eglinton Public School, recently launched the Kidz Count Cyclometre initiative and challenged Canadian families to pedal their way to a healthy and active lifestyle. To celebrate the launch, students clipped on their free Kidz Count Cyclometres, available in over 1.8 million specially marked boxes of Kellogg’s cereals, and raised $5,000 for Active Healthy Kids Canada.

The Kidz Count program is designed to get kids moving and incorporate a minimum of 30 additional minutes of physical activity into their day. Through Kidz Count, children and their families will learn new activities to help build physical activity into their daily routine, encouraging them to make a lifelong commitment to active, healthy living.

“Our mission is to encourage families to build physical activity into their daily routine and to make a commitment to active, healthy living,” said Johanne Trudeau, Director, Nutrition, Kellogg Canada. “Cycling is a great way for families to get active together. By combining healthy eating and active living, families are on the trail to a healthier lifestyle.”

Kids across Canada are being challenged to track their mileage and to join the Dairy Farmers of Canada and Kellogg’s Kidz Count mission to incorporate a minimum of 30 additional minutes of physical activity into their day. An interactive and educational Web site, www.kidzcount.ca, will allow kids and their families to record their cycling mileage and tour five virtual Canadian bike trails. With their parents’ permission, kids can register to reach their fitness goals and compete against each other for added motivation. For every 30 kilometres cycled, Web site registrants earn a contest ballot for a chance to win a family cycling trip to one of three trail destinations.

“To encourage kids and their families to cycle, we developed a fun, interactive program on the Kidz Count Web site. While it’s important for kids to maintain an active and healthy lifestyle, they should have fun doing it too,” said Ian MacDonald, National Director of Marketing and Nutrition for Dairy Farmers of Canada. “DFC primarily focuses on the wholesome goodness and outstanding quality of products made from Canadian milk, but we must remember that healthy eating and an active lifestyle are both equally important to the health of Canadians.”

At the launch on Tuesday, Eglinton Public School students cycled a man-made trail using Kidz Count Cyclometres. Curt Harnett officiated the ride, along with Tony the Tiger, and Moo Moo, the Dairy Farmers of Canada mascot.

After the 30-minute bike ride, the number of kilometres on each cyclometre was tallied. Based on the number of kilometres cycled, Kellogg Canada and Dairy Farmers of Canada donated $5,000 to Active Healthy Kids Canada, a non-profit organization committed to inspiring the nation to engage all children and youth in physical activity, and $1,500 to the Eglinton Public School to support their physical activity programs.

Kidz Count Cyclometres are randomly inserted in specially-marked boxes of Kellogg’s cereals including Rice Krispies*, Kellogg’s Frosted Flakes*, Kellogg’s Frosted Flakes* 1/3 Less Sugar, Froot Loops*, Froot Loops* 1/3 Less Sugar, Mini-Wheats* Original, Mini-Wheats* Brown Sugar, Mini-Wheats* Maple, and Mini-Wheats* Vanilla.

There are four Kidz Count Cyclometres to collect – one with Tony the Tiger*, one with Snap*, Crackle* and Pop*, one with Toucan Sam*, and one with Moo Moo. Kids can simply strap-on the cyclometre to the back wheel of their bicycle and it will track how far they ride in kilometres.

About Kellogg Canada (www.kelloggs.ca)
Founded in 1914, Kellogg Canada is the leading manufacturer of ready-to-eat cereal in Canada. The company’s brands include Special K*, Vector*, All-Bran*, Kellogg’s Corn Flakes*, Kellogg’s Two Scoops Raisin Bran*, Eggo*, Nutri-Grain*, Rice Krispies*, Pop-Tarts*, Kellogg’s Frosted Flakes*, and Froot Loops*. In addition to providing nutritious, high-quality foods, Kellogg Canada is committed to educating consumers about nutrition and healthy, active living through responsible packaging, brochures, advertising and symposia developed with the scientific and medical communities.

About Dairy Farmers of Canada (www.dairygoodness.ca)
Dairy Farmers of Canada (DFC) promotes the wholesome goodness of dairy products as part of a healthy, balanced diet and encourages good nutrition for all Canadians, as well as daily physical activity. DFC is completely funded by dairy producers.