Building great brands is the heart and soul of our business, and we are committed to continuing to fund promising marketing and advertising programs that help us accomplish this. In addition, we believe we can increase our advertising effectiveness and consumer impressions by generating efficiencies from our more than $1 billion annual advertising expenditure. We are aggressively embracing digital media, which affords an efficient, cost-effective way to target specific audiences, providing an excellent platform for developing our brands. We have already tapped the Internet to gain significant brand development traction for Special K, Frosted Flakes, Apple Jacks, Kashi, Rice Krispies, Morningstar Farms and Pop-Tarts.

In addition, we are successfully building relationships with moms around the world through Kelloggs.com and KelloggNutrition.com. Our strength in brand building allows us to successfully drive new business opportunities that expand our portfolio and reach more consumers.