Cheerios is distributing more than 5 million best-selling children's books free in cereal boxes as part of their "Spoonfuls of Stories" initiative. Cheerios also has donated $1 million to First Book, a non-profit organization dedicated to providing books to kids in low-income families, over the past two years.

MINNEAPOLIS -- Nov. 17, 2003 -- Cheerios(R), long known as an ideal finger food for toddlers and as a nutritious family favorite, has found a way to bring new favorites to the family breakfast table - by providing a free children's book packed inside more than five million boxes of Cheerios cereal. Starting in November 2003 and continuing into early 2004, families will find one of five books inside specially marked Cheerios boxes.

The free books are part of Cheerios "Spoonfuls of Stories," a broader, ongoing commitment by Cheerios to support children and reading. Cheerios is donating $500,000 to support First Book, a national nonprofit that helps get books to children who need them, bringing its total First Book contribution to $1 million over the past two years. Cheerios also is providing parents and families with information and tips to help them encourage their children to read.

Award-winning actor and best-selling children's book author John Lithgow, whose book, Marsupial Sue, is one of those available free inside Cheerios boxes, is joining First Book and Cheerios to help get books into kids' hands.

"Reading to a child is magical," said Lithgow. "I'm excited about my partnership with First Book and Cheerios. Together, we can help children become good readers, in part, by giving them access to books. We want every child to experience the gift of reading."

"We know there's nothing better than a great book for motivating children and parents to read together, and so we are thrilled to provide these incredible books in Cheerios boxes, as well as to support First Book, parents and communities through our 'Spoonfuls of Stories' initiatives," said Kymm Bartlett Pollack, marketing manager for Cheerios.

The books, all published by Simon & Schuster Children's Publishing, will be specially sized to fit inside cereal boxes, and will include all original content and illustrations. One paperback book will be available in each specially marked Cheerios box. Families can see which book is in the box through a special cut-out window on the front of the box. The best-selling titles, which are for ages 4-8, include:

-- Bear Snores On by Karma Wilson; illustrated by Jane Chapman: While bear hibernates, the woodland animals take refuge in his den. Find out what happens when bear wakes up! A New York Times Bestseller and winner of an Oppenheim Toy Portfolio Platinum Book Award.

-- Click, Clack, Moo: Cows That Type by Doreen Cronin and illustrated by Betsy Lewin: This Caldecott Honor Book and New York Times Bestseller tells the story of what happens when Farmer Brown's literate cows start leaving him notes. This book was named a Notable Children's Book for the Language Arts by the National Council of Teachers of English (NCTE), and as one of the American Library Association's Notable Children's Books.

-- Marsupial Sue by John Lithgow; illustrated by Jack E. Davis: A story about a kangaroo who decides to try out the identities of other animals - and, in the process, learns the joys of being herself. A New York Times Bestseller.

-- Zin! Zin! Zin! a Violin, written by Lloyd Moss and illustrated by Marjorie Priceman: Irresistible rhymes and illustrations provide a wonderful introduction to musical instruments and musical groups. A Caldecott Honor Book.

-- Chicka Chicka Boom Boom, by Bill Martin Jr. and John Archambault, and illustrated by Lois Ehlert: A favorite rhythmic, rhyming alphabet book that follows the letters of the alphabet on their climb to the top of the coconut tree - and down again. Won a Parents' Choice Award and a Children's Choice Award from the International Reading Association.

In addition to providing books to children directly inside Cheerios boxes, Cheerios is also helping to get books to children from low-income families through its donation to First Book.

"Through their 'Spoonfuls of Stories' initiative, Cheerios has set a new benchmark for corporate leadership," said Kyle Zimmer, First Book president. "Because of their dedication, millions of children in communities across the country will have books and bedtime stories to share with their families."

Between now and spring of 2004, Cheerios will also feature a donation form and information about First Book on Cheerios.com and on approximately 25 million cereal boxes. Using the First Book donation form, consumers will be able to make their own donation to First Book; 100 percent of the funds donated by Cheerios consumers will be used to buy books. Donations will be sorted by zip code to ensure that funds contributed by Cheerios customers will purchase books for children in their own region. Even a donation of just $5 can help get two high-quality books to children who need them.

Cheerios has worked with a children's literacy expert and others to give parents and families tools to help encourage kids to read. Found on Cheerios.com, the tools include information on why reading aloud with children is critical to their development, tips on making reading fun, and online reading activities for children and parents to do together.

ABOUT CHEERIOS

Cheerios, America's No. 1 cereal, debuted in 1941 as Cheerioats. The nation's first ready-to-eat oat cereal has since become one of the most trusted and recognized brands in America. In fact, one of every 10 boxes of cereal sold in America is a box of Cheerios. General Mills' popular franchise includes Cheerios, Honey Nut Cheerios, Frosted Cheerios, Apple Cinnamon Cheerios, MultiGrain Cheerios, Team Cheerios, and Berry Burst Cheerios. For more information, go to www.cheerios.com.

ABOUT FIRST BOOK

First Book is a national non profit organization with a single mission: to give children from low-income families the opportunity to read and own their first new books. First Book reaches children through existing tutoring, mentoring and family literacy programs in communities throughout the country. In the last two years alone, First Book has provided almost 15 million new books to children in need in hundreds of communities nationwide. In neighborhoods across the country, local First Book Advisory Boards unite leaders from all sectors of the community to provide books to children in literacy programs, homeless shelters, housing project initiatives, soup kitchens, after-school programs and other community-based efforts reaching children living below the poverty line. For more information about First Book, please visit www.firstbook.org.

ABOUT SIMON & SCHUSTER CHILDREN'S PUBLISHING

Simon & Schuster, part of the entertainment operation of Viacom Inc., is a global leader in the field of general interest publishing, dedicated to providing the best in fiction and nonfiction for consumers of all ages, across all printed, electronic and multi-media formats. Its divisions include the Simon & Schuster Adult Publishing Group, Simon & Schuster Children's Publishing, Simon & Schuster New Media, Simon & Schuster Online, and international companies in Australia, Canada, and the United Kingdom. For more information, visit http://www.simonsays.com

Cheerios, Honey Nut Cheerios, Frosted Cheerios, MultiGrain Cheerios, Apple Cinnamon Cheerios, Team Cheerios, and Berry Burst Cheerios are trademarks of General Mills, Inc.