Cereality Cereal Bar & Cafe(R) Partners With Dodge to Drive Cereal Sales

Dodge Sprinter Vans Upfitted as Cereal Cafes on Wheels Creating Innovative Franchising and Promotional Opportunities

CHICAGO, May 15 -- Cereality Cereal Bar & Cafe(R) today announced that it has teamed up with Dodge to create a unique mobile format for bringing their "All cereal. All day. All ways.(TM)" promise to customers everywhere; it's also a unique opportunity for the company's prospective franchisees.

With the introduction of the new "Cereality Sprinter," a fully outfitted Cereality Cereal Bar and Cafe on wheels, cereal lovers everywhere can get their favorite hot or cold cereal combinations, distinctive cereal-based bakery and snack items, hot and cold beverages and other standard cafe menu offerings in an even more convenient fashion.

"We wanted to create a cereal-based version of the much-loved neighborhood ice cream truck, where we could take our 'Always Saturday Morning(TM)' experience right to our customers where they live, work and play at any time of day or night-showing up at special events, schools, office parks and sporting venues," said David Roth, Cereality's CEO. "And from a business perspective, the fully customized Dodge Sprinter van is also a quick and effective way for our prospective franchisees to reach their customers without always having to build out full-scale stores, as they develop out their markets."

As Cereality set out to identify the best vehicle options available in the market, the company knew the most versatile option out there was the Dodge Sprinter. Roth noted, "The Dodge Sprinter offers tremendous flexibility and efficiencies ... and it's distinctive height, interior design and overall function and maneuverability in crowded urban areas made it the perfect choice for us."

From a purely technical point of view, Cereality was impressed by the Sprinter's statistics. The 2006 Dodge Sprinter boast impressive fuel economy (21 miles per gallon), the largest cargo capacity, and payload, making it the leading commercial van in terms of fuel efficiency, versatility and performance. Additionally, several safety features are available, including a ParkSense(TM) rear backup system, Acceleration Skid Control (ASC), Anti-lock braking system (ABS), driver and passenger air bags, Electronic Brake Distribution (EBD) and Electronic Stability Program (ESP).

Dodge Sprinter is also powerful enough to haul the 40 cereals and toppings with its 2.7-line inline five-cylinder Common-rail Direct Injection (CDI) Turbo Diesel engine. Additionally, thousands of business-to-business customers -- from UPS to Federal Express -- have found it to be the ideal solution to get the job done.

Exciting Cross-Promotions Showcase Both Companies

In addition to working closely with Cereality's design team in creating the prototype vans, Dodge has entered into a cross-marketing partnership with Cereality that includes inclusion of a Cereality Sprinter at various promotional venues throughout the year, including the Dodge Zoo Adventure tour this summer and 'select' Dodge Drive for the Kids events in the fall. It is anticipated that these events will draw 100,000 - 125,000 attendees.

The dates and locations of Cereality's participation in the 2006 Dodge Zoo Adventure:

  May 20 - 21          Los Angeles Zoo
  June 10 - 11         San Diego Zoo
  July 8 - 10          Cleveland Metroparks Zoo
  August 5 - 6         Milwaukee County Zoo
  August 19 - 20       Brookfield Zoo (Chicago)

  For a complete Dodge Zoo Adventure schedule, go to http://dodge.com/zoo.

"With unrivaled versatility, market-leading fuel efficiency and premium performance, the Dodge Sprinter is clearly North America's top-performing commercial van," said Robbyn Moore, Manager - Dodge Truck Communications, Chrysler Group. "We're pleased we can demonstrate this performance with Cereality's program, which will clearly demonstrate Dodge Sprinter's many leading features."

Additionally, Cereality will be producing customized cereal bars with Cereality and Dodge branding to be given away to attendees at all of these promotional events, whether or not the Cereality Sprinter will be featured. Roth noted, "This is just the beginning. We think the ideas and opportunities are limitless once we and our franchise partners get the Cereality Dodge Sprinters on the road."

About Cereality

Cereality is an exciting new business that breaks the mold of traditional foodservice to bring a unique, highly personal, healthy eating experience to the consumer, entirely focused around brand-name cereals. One of the most compelling aspects of Cereality is that the menu offerings are already famous, with favorite brands from Quaker Oats, Kellogg's, General Mills, Post, and Nature's Path.

Customers can choose from more than 30 different cereal varieties, over 40 different toppings, a variety of milks (including soy and lactose-free) and choices of hot and cold beverages. The menu also features a wide range of popular signature Cereality blends of cereals, toppings, and mix-ins. These include many delicious made-to-order varieties of Quaker Oatmeal(R).

Yet, these cereals aren't just served in bowls. They're also used in proprietary cereal bars and other homemade bakery items, snack mixes, granolas, parfaits, and smoothies. The unique residential, home kitchen atmosphere is punctuated by familiar brand-name cereal boxes displayed in custom-built kitchen cabinets and pajama-clad Cereologists(TM) prepare orders to customers' specifications.

For more information about Cereality, go to http://www.cereality.com/. Photos of the various Cereality locations can be provided upon request.

About Dodge

With a U.S. market share of seven percent, Dodge is Chrysler Group's best-selling brand and the fifth-largest nameplate in the United States automotive market. In 2005, Dodge sold more than 1.4 million vehicles in the global market. Dodge continues to lead the minivan market segment with a 19-percent market share in the United States. In the highly competitive truck market, Dodge has a 16-percent market share. In 2006, Dodge will enter key European volume segments.