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Wheat Thins Urges America to "Do What You Do"

Popular Snack Brand Taps Pop Culture Icons to Launch Bold New Flavors (March 27, 2012)

EAST HANOVER, NJ -- (Marketwire) -- 03/27/12 -- Wheat Thins, the snack known for its deliciously complex taste and intensely satisfying crunch, announced today the next phase of its Do What You Do advertising campaign featuring pop culture icons doing what they do best and encouraging Wheat Thins fans everywhere to embrace every experience, no matter how big or small. Two new television ads feature "Saturday Night Live" alumnus and "30 Rock" star Tracy Morgan and legendary "Jeopardy" host Alex Trebek, each being their quirky selves and enjoying Wheat Thins' bold new flavors, Spicy Buffalo and Zesty Salsa, respectively.

The first television ad in the Do What You Do campaign launched in January to great success and featured "Family Guy" characters Brian and Stewie doing what they do best -- bickering -- over a box of Wheat Thins.

"We're proud that Wheat Thins can be the snack that goes with what our fans love to do," said Jim Low, senior marketing director at Kraft Foods. "From going to music festivals to watching sports to hanging out with friends, our fans are passionate about what they do, and the Do What You Do campaign gives us a fun, pop-culture way to celebrate it!"

Bold New Wheat Thins Flavors


Bold new flavors -- Spicy Buffalo and Zesty Salsa -- join Ranch, Smoky BBQ, Sundried Tomato & Basil and White Cheddar to create a vibrant line of flavors for Wheat Thins. Both new items feature 100% toasted whole grain crunch.

Look for future developments in the Do What You Do campaign on YouTube at http://www.youtube.com/wheatthins, on Facebook at www.facebook.com/wheatthins or on twitter @wheatthins.

ABOUT KRAFT FOODS
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company's iconic brands -- Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident -- generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction is expected to be completed before the end of 2012. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

ABOUT FAMILY GUY
FAMILY GUY follows the adventures of endearingly ignorant dad Peter Griffin and his hilariously odd family of middle-class New Englanders -- wife Lois, daughter Meg, son Chris, baby Stewie and dog Brian -- in Quahog, Rhode Island. The animated series, which features the voice talents of Seth MacFarlane, Alex Borstein, Seth Green and Mila Kunis, is a 20th Century Fox Television production. Seth MacFarlane is creator/executive producer. Mark Hentemann and Steve Callaghan serve as executive producers/showrunners, while Chris Sheridan, Danny Smith, Alec Sulkin and Wellesley Wild are executive producers. Become a fan of FAMILY GUY on Facebook at www.facebook.com/familyguy and follow the series on Twitter at www.twitter.com/familyguyonfox (@familyguyonfox).

ABOUT TWENTIETH CENTURY FOX CONSUMER PRODUCTS
A recognized industry leader, Twentieth Century Fox Consumer Products licenses and markets properties worldwide on behalf of Twentieth Century Fox Film Corporation, Twentieth Television and Fox Broadcasting Company, as well as third party lines. The division is aligned with Twentieth Century Fox Television, one of the top suppliers of primetime entertainment programming to the broadcast networks.

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Contacts:
Basil Maglaris
Kraft Foods
847-646-4538
news@kraftfoods.com

Marisa Picker
Edelman
212-704-8153
marisa.picker@edelman.com


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