Kellogg Canada Challenges Canadians to Step Up Physical Activity Levels this New Year



    TORONTO, Jan. 3 /CNW/ - Put your best foot forward this New Year -
literally.
    Kellogg Canada is encouraging Canadians to maintain a healthy body weight
with a new step counter campaign designed to increase their physical activity
levels.
    A recent study published in the Journal of the American Medical
Association shows that wearing a pedometer is associated with significant
increases in physical activity and significant decreases in body mass index
and blood pressure. Overall, study participants using a pedometer increased
physical activity by 27 per cent - or an additional 2,000 steps per day(1).
    Beginning this week, 1.1 million step counters will appear in specially
marked boxes of Kellogg's Special K Original, Special K Red Berries, Special K
Vanilla Almond, Special K Chocolatey Delight, and Special K Fruit and Yogurt
flavour cereals, while quantities last.
    "Kellogg Canada is once again making it easier for Canadians to increase
their physical activity levels while achieving and maintaining a healthy body
weight," said Christine Lowry, Vice President, Nutrition and Corporate
Affairs, Kellogg Canada. "Using a Special K step counter to monitor daily
steps can be a simple and effective motivator particularly at this time of
year."
    To find out more about the Special K Challenge, Canadians are invited to
visit the new website www.specialkchallenge.ca where they can find tracking
tools, tips and articles geared towards helping consumers with their shape
management goals.

    About the Kellogg's Special K Step Counter

    The 2008 Kellogg's Special K Step Counter tracks steps taken and provides
estimates of walking distance and calories burned. Put it on first thing in
the morning and wear it until bedtime, making sure it is reset to zero every
morning after recording the day's total.
    Ideally, the Kellogg's Special K step counter should be worn for four
days to determine average number of steps taken in a day. Once you have
determined the average number of steps you take each day, then simply add
2,000 more steps until you've reached your goal. Set out to reach a daily goal
of at least 10,000 steps.
    According to Statistics Canada, more than half of all Canadians are
overweight and 15 per cent of the adult population is obese. Walking is one of
the easiest ways to be more physically active and is associated with
significant physical and mental health benefits. Walking is affordable, safe
for most people and can be easily integrated into people's daily lives.
    The Kellogg's Special K(*) Challenge and Step Counter program is being
supported with a creative television advertising campaign currently running in
English and French Canada, on-pack, in-store as well as online.

    About Kellogg Canada

    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 the importance
of a balanced diet and physical activity through responsible packaging,
brochures, advertising and symposia developed with the scientific and medical
communities. For more information, visit the Kellogg Canada Web site at
www.kelloggs.ca.

    
    (*) (C) 2007, Trademark of Kellogg Company used under licence by
        Kellogg Canada Inc.

    (1) The Journal of the American Medical Association.
        2007;298(19):2296-2304
    





For further information:

For further information: or high resolution images please contact; Lores
Tomé, Kellogg Canada, (905) 290-5237, lores.tome@kellogg.com; Karen
McCullough, APEX Public Relations, (416) 924-4442 x 257,
kmccullough@apexpr.com


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