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This excerpt taken from the K 10-K filed Feb 25, 2008. All-Bran
bars and crackers, Smart Start bars and
Kellogg’s Crunch bars for convenience foods
in the United States and elsewhere; K-Time, Rice Bubbles,
Day Dawn, Be Natural, Sunibrite and LCMs
for convenience foods in Asia and Australia;
Nutri-Grain Squares, Nutri-Grain
Elevenses, and Rice Krispies Squares for
convenience foods in Europe; Fruit Winders for
fruit snacks in the United Kingdom; Kashi and
GoLean for certain cereals, nutrition bars, and
mixes; TLC for crackers; Special K
and Vector for meal replacement products;
and Morningstar Farms, Loma Linda, Natural Touch,
and Worthington for certain meat and egg
alternatives.
We also market convenience foods under trademarks and tradenames
which include Keebler, Cheez-It, E. L. Fudge,
Murray, Famous Amos, Austin, Ready Crust, Chips Deluxe, Club,
Fudge Shoppe,
Hi-Ho,
Sunshine, Krispy, Munch’Ems, Right Bites, Sandies, Soft
Batch, Toasteds, Town House, Vienna Fingers, Wheatables,
and Zesta. One of our subsidiaries is also the
exclusive licensee of the Carr’s cracker and
cookie line in the United States.
Our trademarks also include logos and depictions of certain
animated characters in conjunction with our products, including
Snap!Crackle!Pop! for Cocoa Krispies
and Rice Krispies cereals and Rice
Krispies Treats convenience foods; Tony the Tiger
for Kellogg’s Frosted Flakes, Zucaritas,
Sucrilhos and Frosties cereals and
convenience foods; Ernie Keebler for cookies,
convenience foods and other products; the Hollow Tree
logo for certain convenience foods; Toucan Sam
for Froot Loops; Dig ’Em
for Smacks; Coco the Monkey
for Coco Pops; Cornelius for
Kellogg’s Corn Flakes; Melvin
the elephant for certain cereal and convenience foods;
Chocos the Bear, Kobi the Bear and
Sammy the Seal for certain cereal products.
The slogans The Best To You Each Morning, The Original and
Best, They’re Gr-r-reat!, The Difference is
K, One Bowl Stronger and Supercharged,
used in connection with our ready-to-eat cereals, along with
L’ Eggo my Eggo, used in connection with
our frozen waffles and pancakes, and Elfin Magic
used in connection with convenience food products are
also important Kellogg trademarks.
The trademarks listed above, among others, when taken as a
whole, are important to our business. Certain individual
trademarks are also important to our business. Depending on the
jurisdiction, trademarks are generally valid as long as they are
in use
and/or their
registrations are properly maintained and they have not been
found to have become generic. Registrations of trademarks can
also generally be renewed indefinitely as long as the trademarks
are in use.
We consider that, taken as a whole, the rights under our various
patents, which expire from time to time, are a valuable asset,
but we do not believe that our businesses are materially
dependent on any single patent or group of related patents. Our
activities under licenses or other franchises or concessions
which we hold are similarly a valuable asset, but are not
believed to be material.
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