CHICAGO (May 18, 2007) – Eighty-three percent of kids (ages 8-13) think it would be fun to be a pirate, according to a recent survey commissioned by Cap'n Crunch . Now, as one of the most famous pirates and Cap'n Crunch's rival returns to the scene – Jean LaFoote – kids ages 8-13 will have an opportunity to write their own tale about the life of a swashbuckler by entering the Cap'n Crunch “Legend of LaFoote” contest. Jean LaFoote, the barefoot pirate, returns after 20 years to steal the secret of Cap'n Crunch cereal once again. But, where has LaFoote been all this time?!

According to the survey, nine out of 10 kids say imagining and creating their own adventures is one of their favorite activities. The Cap'n Crunch “Legend of LaFoote” contest puts imaginations to the test by asking children, with the permission of a parent or legal guardian, to write an original essay of no more than 250 words that tells the story of where the pirate LaFoote has been and what he has been doing.

“We're pleased to announce the ‘Legend of LaFoote' essay contest because it's a great way for kids to use their creativity and turn the ordinary into the extraordinary – something the Cap'n Crunch brand has been doing with kids for decades.” says Carla Hassan, director of marketing for Cap'n Crunch cereal.

The essays will be judged on creativity/originality (80 percent) and humor (20 percent). One grand prize winner will get the opportunity for his/her essay to be brought to life in an online video featuring LaFoote himself. In addition, the grand prize winner will receive a $5,000 check, a one year supply of Cap'n Crunch cereal and a pirate's chest filled with pirate gear. Ten first prize winners will receive a one year supply of Cap'n Crunch cereal. With the permission of a parent or legal guardian, kids can visit www.capncrunch.com to submit their entry online or receive directions about how to mail in their essays. The contest closes July 14.

Even though LaFoote is back, Cap'n Crunch has nothing to worry about – kids still love the iconic Cap'n Crunch.

• 90 percent agree that it would be fun to be a captain of a ship
• About three out of four say they would like to have breakfast with him
• And, with Cap'n Crunch cereal regarded as a breakfast favorite, 97 percent of kids agree that eating breakfast is important every day, especially when they have activities to do.

The Cap'n Crunch “Legend of LaFoote” contest can help make the breakfast table an exciting place for the whole family! In fact, breakfast provides the fuel to help kids power through mornings and moms can feel good about serving cereal like new Cap'n Crunch Choco Crunch to their kids because it has seven essential vitamins and minerals, three grams of dietary fiber, and is low in saturated fat. Cap'n Crunch's uniquely shaped biscuits and crunchy corn taste has been a tradition among kids and adults for 40 years.

Cap'n Crunch is the number one kids, presweetened brand in the ready-to-eat cereals category with a line up that includes: Original, Crunchberries, Peanut Butter Crunch, and now Choco Crunch with chocolate flavored biscuits. New Choco Crunch is available nationwide at grocery stores, mass merchants and club warehouses for $3.89 (15 oz box) and $4.39 (21 oz box). For more information please visit: www.capncrunch.com