Challenge aims to help UAE residents drop a jeans size in two weeks and promote healthy lifestyle

Dubai, UAE, 24 May - Hundreds of residents from across the UAE descended on Jumeirah Beach Park yesterday to participate in K-Day UAE 2008, which kick started the Kellogg's Special K two week challenge in the UAE, and follows from the phenomenal success of the challenge so far around the globe.

The Special K challenge helps participants to kick start a healthier lifestyle and even drop a jeans size in just two weeks. During the K-Day event, participants were invited to take part in a group exercise session sponsored by Fitness First. Nutrition consultants and instructors were on hand to discuss easy methods and techniques for healthy living.

The Special K two-week challenge encourages participants for two weeks to eat a 45g bowl of Special K cereal with semi-skimmed milk for breakfast, then again for lunch or dinner and have a well balanced 3rd meal of their choice. Throughout the rest of the day, participants should remember to include plenty of water, and snack healthily on fruit, vegetables and up to two Special K snack bars, and include light exercise. 

Tanya Theodory, Brand Manager for Special K commented; "K-Day was a real success as there are many people here in the UAE that are committed to being fit and active and eating healthily. K-Day highlighted the fact that the Kellogg's Special K challenge is a simple, low-intensity way to kick start a healthy new you. We are now looking forward to all of the success stories in the country of people dropping a jean size in just 2 weeks!"

Special K booths packed with information about how Kellogg's can help towards the promotion of long-term good health, and a children's bubble lounge formed the day's activities; ensuring that K-Day UAE 2008 was a fun family day out.

The Kellogg's Special K two-week challenge can only be undertaken by those who are considered to be overweight, have a Body Mass Index (BMI) of over 25, are over eighteen, are not pregnant or breastfeeding or taking medication.  Kellogg's does not recommend the Special K two-week challenge to anyone with a BMI of under 25; BMI can be checked on the Special K two week challenge website.

For more information on how to kick start your healthy lifestyle, visit www.specialkchallengeuae.com

-Ends- 

About Kellogg Company
With 2007 sales of nearly $12 billion, Kellogg Company (NYSE:K) is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Club, Nutri-Grain, Rice Krispies, Special K, All-Bran, Mini-Wheats, Morningstar Farms, Famous Amos, Ready Crust and Kashi.  Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world.  For more information, visit the Kellogg Company web site at www.kelloggcompany.com. 

BMI Descriptor

Body Mass Index (BMI) is a measure of fatness or leanness and is calculated by dividing one's weight in kilograms by the square of their height in metres. If the BMI of an adult is:

• Below 18.5, they are underweight

• 18.5 - 25, they are within the normal range

• 25-30 they are probably overweight

For further information, media interview enquiries or images, please contact:
Jacky Freer
Manning, Selvage and Lee
Tel: +971 4 367 6152
jacky.freer@dubai.mslpr.com

Samara Ghori
Manning, Selvage and Lee
Tel: +971 4 367 6153
samara.ghori@dubai.mslpr.com

© Press Release 2008