ROANOKE TIMES 
                      Copyright (c) 1996, Roanoke Times

DATE: Tuesday, November 19, 1996             TAG: 9611190086
SECTION: BUSINESS                 PAGE: B-5  EDITION: METRO 
DATELINE: DETROIT

KELLOGG BUYS LENDER'S BAGELS

Kellogg Co., baker of Eggo frozen waffles and purveyor of Frosted Flakes and Rice Krispies, said Monday it would claim another spot on the breakfast table with the purchase of Lender's Bagels from Kraft Foods Inc.

Arnold Langbo, Kellogg's chairman and chief executive, said the $455 million purchase fits Kellogg's fast-growing business selling waffles, Pop-Tarts and Nutri-Grain bars.

Lender's is the nation's biggest bagel maker, with annual sales of $275 million. Kraft sold its other bakery businesses more than a year ago to CPC International Inc. for $865 million. They included Entenmann's baked goods, Freihofer's bread and Boboli pizza crusts.

- Associated Press

LENGTH: Short :   25 lines