Special K and Ted Baker Team up

MANCHESTER, England, April 20, 2011 - Special K, the women's cereal brand, has teamed up with British designer
label Ted Baker to create the ultimate Little Red Dress.

The dresses can be bought from Ted Baker stores or Special K
(www.kelloggs.co.uk/products/specialk/Cereal/special_k.aspx/) is
giving women the chance to win one of these bespoke Special K red dresses
every day for three months as part of an on pack promotion.

As part of the collaboration, Special K is also giving away a collection
of sophisticated Ted Baker handbags every day through its range of snacks.

Special K, which is the largest cereal (
www.kelloggs.co.uk/whatson/free-cereal/) brand in the UK with sales of
over GBP120m, is famous for its iconic advertising featuring the "Special K
girl" dressed in red.

The Ted Baker "Betsi" dress will also feature in a new GBP1m media
campaign including TV advertising to promote the 'win a designer dress' and
'win a designer handbag' promotions for Special K.

Laura Nevison from Special K said: "Special K consumers are always asking
how they can get their hands on a Special K dress and this partnership with
Ted Baker has given us the opportunity to offer women the chance to do so
with this fabulous designer dress promotion."

Craig Smith, Brand Communication Director at Ted Baker, said: "Special K
invited us to create a little red dress that would be perfect for a
sophisticated night out or adding a bit of glamour around the office. In
response, Ted came up with the ultra stylish 'Betsi'. The tie-up is an
excellent fit giving us a great opportunity to showcase our womenswear and
further develop our relationships with Special K's female audience."

Special K and Special K snacks (
www.kelloggs.co.uk/whatson/pressoffice/News/special-k/bring-some-sunshine-to-snack-time-with-new-special-k-mini-breaks-zesty-lemon)
have one dress and one handbag to be won every day for three months starting
from 4 April 2011. Visit specialkfoods.co.uk or see packs of Special K for
more details on how to be in with a chance of getting this fabulous LRD in
your wardrobe.

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The "Betsi" dress will also be on sale in Ted Baker stores and online at
www.tedbaker.com.

About Ted Baker:

Established in 1988, Ted Baker London has grown from its humble roots as
a shirt specialist in Glasgow, to a global lifestyle brand with over 100
locations in Europe, the U.S., Australia, Middle East, Far East and Southeast
Asia. No ordinary designer label, Ted Baker offers menswear, womenswear,
accessories (and everything in between), and is renowned for its quality and
distinctive use of pattern and colour. The brand's unconventional approach to
fashion, irreverent sense of humour and, above all, unswerving attention to
detail appeals to style-conscious men and women who trust Ted to deliver that
certain something… a little out of the ordinary.

About the Kellogg Company:

Since William Keith Kellogg filed the papers that officially incorporated
the Battle Creek Toasted Corn Flakes Company on 19th Feb 1906, the Kellogg's
company has been driven by the philosophy that an improved balanced diet
leads to improved health.

    For further information and images please contact

    Louise Davies
    Official Press Office of Kellogg Marketing and Sales Company (UK) Limited
    The Kellogg Building
    Talbot Road
    Manchester
    M16 0PU
    +44(0)161-869-2942
    www.kelloggs.co.uk

For further information and images please contact: Louise Davies, Official Press Office of Kellogg Marketing and Sales Company (UK) Limited, The Kellogg Building, Talbot Road, Manchester, M16 0PU, +44(0)161-869-2942