Kellogg Launches Cereal Loyalty Program

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Kellogg Company, Battle Creek, MI, plans to begin an Internet-based loyalty program to promote its cereal products.

Through Kellogg's Eat and Earn program, consumers can earn points that can be redeemed for toys, sporting goods and school supplies.

When customers buy select Kellogg's cereal they can retrieve 15-digit encrypted codes inside the box. After registering at Kellog's Web site, they can enter the code into an account, in which a point value will be assigned. The points can be collected or redeemed for products from partner sites like, and

The site will also track individual point balances and offer games, activities and links to Kellogg partner sites.

The program debuted Friday and will be supported by online, television and print advertising.

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