Microsoft-Kellogg's pact includes Froot Loops trademark 'protection'

Provision will protect breakfast cereal vendor and its customers form IPR liability

April 20, 2007 (BreakfastBowlToday) – Microsoft today announced that it had entered into a trademark cross license agreement with leading cereal vendor Kellogg's, granting the grocery giant the right to continue to use the name "Froot Loops" to describe its popular children's cereal. "Everybody knows computer software uses loops, and any one who has ever had their Windows-based computer freeze up knows it has infinite loops," said Microsoft CEO Steve Ballmer. Ballmer stated that the Redmond giant had no choice but to threaten litigation in order to "get the appropriate economic return for our shareholders from our innovation."