This programme links the Olympic spirit of determination to Kellogg’s Earn Your Stripes programme, which encourages kids to overcome challenges to achieve their personal best. FrostedFlakes.com gives kids unique insider access to training tips and exclusive video footage of US Olympic Team athletes. By purchasing specially marked boxes of Frosted Flakes, kids can find unique codes that unlock special “secure content” sections of the site. Without a code, visitors can still read about athletes’ stories, view a candid photo album of athletes and even send their favourite athlete an email of support.