BATTLE CREEK, Mich., May 8 /PRNewswire/ -- Since 1928, parents and children have been lending an ear to the cereal bowl to hear the familiar sounds of the famous "Talking Cereal." This year, Kellogg's(R) Rice Krispies(R) celebrates 80 years of delivering magical moments to breakfast tables everywhere.

Rice Krispies(R)cereal quickly became a family favorite, delighting millions of Americans with its simple and delicious taste. When Rice Krispies(R) entered the market in 1928, everyone noticed the distinctive noise the toasted rice cereal made in milk -- and an idea for the company's first (and longest lasting) spokescharacters was born. Snap!(TM) Crackle!(TM) & Pop!(TM) first hit the front of cereal boxes in the 1930s and have continued their Kellogg career in advertisements ever since.

"We're proud that Rice Krispies cereal has been a part of the childhood of so many generations of consumers," said Mark Baynes, chief marketing officer for Kellogg. "The Rice Krispies brand continues to grow and evolve, yet it's still the same cereal that parents and grandparents have loved since they were kids."

Key Moments in Rice Krispies(R) "Pop" Culture:

1927 - Kellogg Company's research and development team presented Kellogg founder W.K. Kellogg with packages of cereal made from puffed rice grains and he declared, "You've got something there!"

1928 - Kellogg's(R) Rice Krispies(R) first appeared on the market. It was marketed as "The Talking Cereal" because of its distinctive sound when milk was poured on it.

1932 - The phrase Snap!(TM) Crackle!(TM) Pop!(TM) first appeared in radio jingles and on Rice Krispies(R) boxes.

1939 - The Snap!(TM) Crackle!(TM) & Pop!(TM) characters appeared on side and back panels of Kellogg's(R) Rice Krispies(R) cereal packages.

1939 - Home economists in the Kellogg Test Kitchens created the recipe for what they called Rice Krispies(R) Marshmallow Squares with butter, marshmallows, Rice Krispies(R) cereal, vanilla, nuts and coconut. The recipe was quickly streamlined into the iconic three-ingredient delight everyone knows.

1940 - The Snap!(TM) Crackle!(TM) & Pop!(TM) characters were featured on the back of cereal boxes as comic strip heroes.

1941 - Kellogg's(R) Rice Krispies Treats(R) recipe appeared on boxes of Rice Krispies(R) cereal.

1960s - The Snap!(TM) Crackle!(TM) & Pop!(TM) characters began to appear in television advertisements.

1978 - The Rice Krispies(R) brand celebrated its Golden Anniversary.

2007 - Kellogg launched Rice Krispies(R) with Real Strawberries adding real fruit to one of America's favorite cereals.

The Rice Krispies(R) brand recently created Rice Krispies(R) Operation Spark, an educational initiative devoted to providing parents with simple ways to meaningfully connect with their kids. Working with a panel of renowned parenting experts, Operation Spark provides insights and advice about how to strengthen the family connection and turn everyday moments into cherished childhood memories.

The Rice Krispies(R) brand has always stood for helping parents and kids find time to connect over the sounds of "The Talking Cereal." Now, the Rice Krispies(R) brand offers many fun ways parents and kids can connect over breakfast and during other times of the day with games, recipes and other fun activities at www.ChildhoodIsCalling.com.

"Today the Rice Krispies(R) brand is dedicated to fostering the connection between parents and kids by helping them discover opportunities for quality time whether at the breakfast table or during other parts of their daily routine," said Baynes. "We're very excited to celebrate 80 years of being part of those shared memories. We hope that consumers have enjoyed sharing the magic of Rice Krispies(R) for the past 80 years as much as we've enjoyed bringing it to them."

About Kellogg Company

With 2007 sales of nearly $12 billion, Kellogg Company (NYSE: K) 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's, Keebler, Pop-Tarts, Eggo, Cheez-It, Club, Nutri-Grain, Rice Krispies, Special K, All-Bran, Mini-Wheats, Morningstar Farms, Famous Amos, Ready Crust and Kashi. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world. For more information, visit the Kellogg Company Web site at www.kelloggcompany.com.

SOURCE Kellogg Company