KEEBLER FOODS CO
10-Q, 2000-08-29
COOKIES & CRACKERS
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                                 UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                              --------------------

                                    FORM 10-Q

(Mark One)
|X|  QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(D) OF THE SECURITIES EXCHANGE
     ACT OF 1934

                  FOR THE QUARTERLY PERIOD ENDED JULY 15, 2000

                                       OR

| |  TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(D) OF THE SECURITIES
     EXCHANGE ACT OF 1934

                    FOR THE TRANSITION PERIOD FROM          TO

                      COMMISSION FILE NUMBER: NO. 001-13705

                              --------------------

                              KEEBLER FOODS COMPANY
             (Exact name of Registrant as specified in its charter)

           DELAWARE                                   36-3839556
 (State or other jurisdiction of                  (I.R.S. Employer
  incorporation or organization)                 Identification No.)

                       677 LARCH AVE., ELMHURST, IL 60126
                    (Address of principal executive offices)

                                  630-833-2900
              (Registrant's telephone number, including area code)

                                 NOT APPLICABLE.

              (Former name, former address and former fiscal year,
                         if changed since last report)

                              --------------------

INDICATE BY CHECK MARK WHETHER THE REGISTRANT (1) HAS FILED ALL REPORTS REQUIRED
TO BE FILED BY SECTION 13 OR 15(D) OF THE SECURITIES EXCHANGE ACT OF 1934 DURING
THE PRECEDING 12 MONTHS (OR FOR SUCH SHORTER PERIOD THAT THE REGISTRANT WAS
REQUIRED TO FILE SUCH REPORTS) AND (2) HAS BEEN SUBJECT TO SUCH FILING
REQUIREMENTS FOR THE PAST 90 DAYS. YES |X| NO | |

NUMBER OF SHARES OF COMMON STOCK, $0.01 PAR VALUE, OUTSTANDING AS OF THE CLOSE
OF BUSINESS ON AUGUST 18, 2000:  84,991,955.

<PAGE>

PART I:  FINANCIAL INFORMATION
     ITEM 1:  FINANCIAL STATEMENTS
<TABLE>

                                                        KEEBLER FOODS COMPANY

                                                     CONSOLIDATED BALANCE SHEETS

                                                             (UNAUDITED)

                                          (IN THOUSANDS EXCEPT SHARE AND PER SHARE AMOUNTS)
<CAPTION>
                                                                                   JULY 15, 2000    January 1, 2000
                                                                                -----------------  -----------------
<S>                                                                             <C>                <C>
ASSETS

CURRENT ASSETS:

     Cash and cash equivalents                                                          $ 20,115           $ 20,717
     Trade accounts and notes receivable, net                                             44,718             65,052
     Inventories, net:
         Raw materials                                                                    31,129             34,243
         Package materials                                                                17,575             13,907
         Finished goods                                                                  104,610            126,954
         Other                                                                             1,917              1,176
                                                                                ----------------- ------------------
                                                                                         155,231            176,280

     Deferred income taxes                                                                47,010             46,252
     Other                                                                                33,302             27,278
                                                                                ----------------- ------------------
         Total current assets                                                            300,376            335,579

PROPERTY, PLANT AND EQUIPMENT, NET                                                       609,343            553,031

GOODWILL, NET                                                                            530,858            370,188

TRADEMARKS, TRADE NAMES AND OTHER INTANGIBLES, NET                                       241,192            211,790

PREPAID PENSION                                                                           31,813             33,240

ASSETS HELD FOR SALE                                                                       1,162              6,662

OTHER ASSETS                                                                              21,755             17,693
                                                                                ----------------- ------------------
         Total assets                                                                $ 1,736,499        $ 1,528,183
                                                                                ================= ==================

                       THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED FINANCIAL STATEMENTS.

                                                                 2
</TABLE>
<PAGE>
<TABLE>

                                                        KEEBLER FOODS COMPANY

                                                     CONSOLIDATED BALANCE SHEETS

                                                             (UNAUDITED)

                                          (IN THOUSANDS EXCEPT SHARE AND PER SHARE AMOUNTS)
<CAPTION>
                                                                                   JULY 15, 2000    January 1, 2000
                                                                                ----------------- ------------------
<S>                                                                             <C>               <C>
LIABILITIES AND SHAREHOLDERS' EQUITY

CURRENT LIABILITIES:

     Current maturities of long-term debt                                               $ 46,550           $ 37,283
     Trade accounts payable                                                              132,106            147,862
     Other liabilities and accruals                                                      225,060            237,447
     Income taxes payable                                                                  1,549             23,603
     Plant and facility closing costs and severance                                       15,584             11,290
                                                                                ----------------- ------------------
         Total current liabilities                                                       420,849            457,485

LONG-TERM DEBT                                                                           590,149            419,160

OTHER LIABILITIES:

     Deferred income taxes                                                               121,278            124,389
     Postretirement/postemployment obligations                                            64,443             64,383
     Plant and facility closing costs and severance                                        8,022             12,062
     Deferred compensation                                                                26,221             24,581
     Other                                                                                21,430             16,808
                                                                                ----------------- ------------------
         Total other liabilities                                                         241,394            242,223

COMMITMENTS AND CONTINGENCIES

SHAREHOLDERS' EQUITY:
     Preferred stock ($.01 par value; 100,000,000 shares authorized and
         none issued)                                                                          -                  -
     Common stock ($.01 par value; 500,000,000 shares authorized and
         86,261,487 and 84,655,874 shares issued, respectively)                              863                846
     Additional paid-in capital                                                          205,405            182,686
     Retained earnings                                                                   317,851            255,813
     Treasury stock                                                                      (40,012)           (30,030)
                                                                                ----------------- ------------------
         Total shareholders' equity                                                      484,107            409,315
                                                                                ----------------- ------------------
         Total liabilities and shareholders' equity                                  $ 1,736,499        $ 1,528,183
                                                                                ================= ==================

                       THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED FINANCIAL STATEMENTS.

                                                                 3
</TABLE>

<PAGE>
<TABLE>
                                                        KEEBLER FOODS COMPANY

                                                CONSOLIDATED STATEMENTS OF OPERATIONS

                                                             (UNAUDITED)

                                               (IN THOUSANDS EXCEPT PER SHARE AMOUNTS)
<CAPTION>

                                                                 TWELVE           Twelve    TWENTY-EIGHT    Twenty-Eight
                                                            WEEKS ENDED      Weeks Ended     WEEKS ENDED     Weeks Ended
                                                          JULY 15, 2000    July 17, 1999   JULY 15, 2000   July 17, 1999
                                                          --------------   --------------  --------------  --------------
<S>                                                       <C>              <C>             <C>             <C>
NET SALES                                                   $   613,572      $   587,847     $ 1,469,432     $ 1,439,880

COSTS AND EXPENSES:
   Cost of sales                                                253,341          257,349         616,730         638,052
   Selling, marketing and administrative expenses               286,967          273,349         682,247         667,691
   Other                                                          6,733            8,417          10,228          14,760
   Restructuring and impairment charge                             (996)          69,208            (996)         69,208
                                                          --------------   --------------  --------------  --------------
INCOME (LOSS) FROM OPERATIONS                                    67,527          (20,476)        161,223          50,169

   Interest (income)                                               (736)            (315)         (1,485)           (941)
   Interest expense                                              11,723            8,399          25,621          22,341
                                                          --------------   --------------  --------------  --------------
INTEREST EXPENSE, NET                                            10,987            8,084          24,136          21,400
                                                          --------------   --------------  --------------  --------------

INCOME (LOSS) BEFORE INCOME TAX EXPENSE (BENEFIT)                56,540          (28,560)        137,087          28,769
   Income tax expense (benefit)                                  23,099           (7,190)         56,123          17,462
                                                          --------------   --------------  --------------  --------------

NET INCOME (LOSS)                                           $    33,441      $   (21,370)    $    80,964     $    11,307
                                                          ==============   ==============  ==============  ==============


BASIC NET INCOME (LOSS) PER SHARE                           $      0.39      $     (0.25)    $      0.96     $      0.14
WEIGHTED AVERAGE SHARES OUTSTANDING                              84,449           83,778          84,096          83,818

DILUTED NET INCOME (LOSS) PER SHARE                         $      0.38      $     (0.24)    $      0.93     $      0.13
WEIGHTED AVERAGE SHARES OUTSTANDING                              87,749           87,622          87,447          87,871



                  THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED FINANCIAL STATEMENTS.

                                                                 4

</TABLE>

<PAGE>
<TABLE>
                                                        KEEBLER FOODS COMPANY

                                                CONSOLIDATED STATEMENTS OF CASH FLOWS

                                                             (UNAUDITED)

                                                           (IN THOUSANDS)
<CAPTION>

                                                                          TWENTY-EIGHT         Twenty-Eight
                                                                           WEEKS ENDED          Weeks Ended
                                                                         JULY 15, 2000        July 17, 1999
                                                                       ----------------     ----------------
<S>                                                                    <C>                  <C>
CASH FLOWS PROVIDED FROM OPERATING ACTIVITIES
    Net income                                                              $   80,964           $   11,307
    Adjustments to reconcile net income to cash from
     operating activities:
        Depreciation and amortization                                           49,432               43,171
        Deferred income taxes                                                    3,759               (6,702)
        (Gain) loss on sale of property, plant and equipment                    (1,785)                 514
        Gain on sale of value brands assets                                     (5,700)                   -
        Restructuring and impairment charge                                       (615)              46,071
        Income tax benefit related to stock options exercised                   17,857                6,541
    Changes in assets and liabilities:
        Trade accounts and notes receivable, net                                10,539              (21,614)
        Inventories, net                                                        29,201               21,697
        Income taxes payable                                                   (20,918)             (19,077)
        Other current assets                                                    (4,921)              (1,558)
        Trade accounts payable and other current liabilities                   (42,508)                 616
        Plant and facility closing costs and severance                         (13,615)              19,861
    Other, net                                                                     (88)               7,864
                                                                       ----------------     ----------------
           Cash provided from operating activities                             101,602              108,691

CASH FLOWS USED BY INVESTING ACTIVITIES
    Capital expenditures                                                       (36,662)             (49,801)
    Proceeds from property disposals                                             8,547                2,420
    Purchase of Sesame Street license                                          (10,000)                   -
    Proceeds from sale of value brands assets                                   17,000                    -
    Purchase of Austin Quality Foods, Inc., net of cash acquired              (253,797)                   -
                                                                       ----------------     ----------------
           Cash used by investing activities                                  (274,912)             (47,381)

CASH FLOWS PROVIDED FROM (USED BY) FINANCING ACTIVITIES
    Purchase of treasury stock                                                  (9,982)             (16,619)
    Exercise of employee stock options                                           4,879                2,445
    Proceeds from receivables securitization                                    21,000              106,000
    Long-term debt repayments                                                  (24,263)             (94,443)
    Revolving facility, net                                                    200,000              (60,000)
    Dividends paid                                                             (18,926)                   -
                                                                       ----------------     ----------------
           Cash provided from (used by) financing activities                   172,708              (62,617)
                                                                       ----------------     ----------------
           Decrease in cash and cash equivalents                                  (602)              (1,307)
           Cash and cash equivalents at beginning of period                     20,717               23,515
                                                                       ----------------     ----------------
           Cash and cash equivalents at end of period                       $   20,115           $   22,208
                                                                       ================     ================



          THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED FINANCIAL STATEMENTS.


                                                                 5

</TABLE>

<PAGE>
                              KEEBLER FOODS COMPANY

                 NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
                                   (UNAUDITED)
--------------------------------------------------------------------------------

1.       BASIS OF PRESENTATION

INTERIM FINANCIAL STATEMENTS

The unaudited interim  consolidated  financial  statements  included herein were
prepared  pursuant to the rules and regulations for interim  reporting under the
Securities Exchange Act of 1934.  Accordingly,  certain information and footnote
disclosures normally  accompanying the annual financial statements were omitted.
The  interim  consolidated  financial  statements  and  notes  should be read in
conjunction with the annual audited consolidated  financial statements and notes
thereto. The accompanying  unaudited interim  consolidated  financial statements
contain all  adjustments,  consisting only of normal  adjustments,  which in the
opinion of management were necessary for a fair statement of the results for the
interim periods.  Results for the interim periods are not necessarily indicative
of results for the full year.

FISCAL YEAR

Keebler's  fiscal year  consists of thirteen  four week  periods  (fifty-two  or
fifty-three  weeks)  and ends on the  Saturday  nearest  December  31. The first
quarter consists of four four-week periods.

RECLASSIFICATIONS

Certain  reclassifications  of prior  period data have been made to conform with
the current period reporting.

2.       ACQUISITION OF AUSTIN QUALITY FOODS, INC.

On March 6, 2000,  Keebler Foods Company  ("Keebler")  acquired  Austin  Quality
Foods,  Inc.  ("Austin") from R&H Trust Co.  (Jersey)  Limited,  as Trustee,  HB
Marketing & Franchising L.P., 697163 Alberta Ltd., and William C. Burkhardt, for
an  aggregate  purchase  price of $254.4  million,  excluding  related  fees and
expenses paid of  approximately  $3.0 million.  The  acquisition of Austin was a
cash transaction funded with approximately  $235.0 million from borrowings under
the $700.0 million Senior Credit  Facility  Agreement  dated as of September 28,
1998,  and the  remainder  from cash  received on  additional  sales of accounts
receivable under Keebler's $125.0 million Receivables Purchase Agreement.

The  acquisition of Austin by Keebler has been accounted for as a purchase.  The
total  purchase  price  and the fair  value of  liabilities  assumed  have  been
allocated to the tangible and  intangible  assets of Austin based on  respective
fair values.  The  acquisition  has resulted in an unallocated  excess  purchase
price over fair value of net assets acquired of $168.5  million,  which is being
amortized on a straight-line basis over a forty year period.

Results of operations for Austin from March 6, 2000 to July 15, 2000,  have been
included in the consolidated  statements of operations.  The following unaudited
pro forma information has been prepared assuming the acquisition had taken place
at the  beginning of each  respective  fiscal year  reported.  The unaudited pro
forma information includes adjustments for interest expense that would have been
incurred  related to financing  the  purchase,  additional  depreciation  of the
property, plant and equipment acquired and amortization of the trademarks, trade
names,  other  intangibles  and  goodwill  arising  from  the  acquisition.  The
unaudited  pro forma  consolidated  results of  operations  are not  necessarily
indicative  of the  results  that  would  have  been  reported  had  the  Austin
acquisition been effected on the first day of the year reported.


                                        6
<PAGE>
                              KEEBLER FOODS COMPANY

           NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS (CONTINUED)
                                   (UNAUDITED)


2.       ACQUISITION OF AUSTIN QUALITY FOODS, INC. (CONTINUED)
<TABLE>
<CAPTION>
                                                                                               Unaudited
(IN THOUSANDS EXCEPT PER SHARE DATA)                                               For the Twenty-Eight Weeks Ended
                                                                                ----------------------------------------
                                                                                     July 15, 2000        July 17, 1999
                                                                                -------------------    -----------------
<S>                                                                             <C>                    <C>
Net sales......................................................................     $    1,496,927        $   1,553,818
Net income.....................................................................     $       77,026        $       8,241
Diluted net income per share...................................................     $         0.88        $        0.09
</TABLE>

3.       ASSETS HELD FOR SALE

On May 2, 2000, the Sayreville,  New Jersey  manufacturing  facility,  which had
been  held for sale  after  its  closure,  was sold for $7.5  million.  The sale
resulted in a pre-tax gain of approximately $2.0 million,  which was recorded in
other  income in the  twelve  weeks  ended  July 15,  2000.  Disposition  of the
remaining  assets held for sale is expected to occur within the next  thirty-six
months without a significant gain or loss.

4.       DEBT

Long-term debt consisted of the following at July 15, 2000:
<TABLE>
<CAPTION>

(IN THOUSANDS)                                               Interest Rate             Final Maturity         JULY 15, 2000
                                                         ------------------    -----------------------    ------------------
<S>                                                      <C>                   <C>                        <C>
Revolving Facility..................................                6.684%         September 28, 2004           $   200,000
Term Facility.......................................                6.655%         September 28, 2004               296,000
Senior Subordinated Notes...........................               10.750%               July 1, 2006               124,400
Other Senior Debt...................................               Various                  2001-2005                 9,065
Capital Lease Obligations...........................               Various                  2002-2042                 7,234
                                                                                                          ------------------
                                                                                                                    636,699

Less: Current maturities............................                                                                 46,550
                                                                                                          ------------------
     Total..........................................                                                            $   590,149
                                                                                                          ==================
</TABLE>

On March 6,  2000,  Keebler  utilized  existing  credit  facilities  in order to
finance the  acquisition  of Austin.  The additional  borrowings  were under the
Revolving Facility,  which was originally entered into on September 28, 1998. At
July 15, 2000,  the  outstanding  balance on the  Revolving  Facility was $200.0
million, with an available balance of $150.0 million.

5.       RESTRUCTURING AND IMPAIRMENT CHARGE

In May of 1999,  Keebler closed its  manufacturing  facility in Sayreville,  New
Jersey,  which resulted in a pre-tax  restructuring  and impairment  charge,  in
1999, to operating  income of $66.3 million in total.  In the second  quarter of
2000,  the charge was reduced by an adjustment of $1.0 million.  The  adjustment
was for costs  related to  severance  and other  exit  costs  from the  facility
closure due to lower-than-expected severance costs and the earlier-than-expected
sale of the facility.  The  restructuring  and impairment  charge included $19.2
million  for cash  costs  related  to  severance  and other  exit costs from the
Sayreville facility. The remaining $46.1 million were non-cash charges for asset
impairments  related  to  the  Sayreville  closing,   including  write-downs  of
property,  plant and equipment at Sayreville  and equipment at other  locations,
and a  proportionate  reduction of goodwill  acquired in the Sunshine  Biscuits,
Inc. acquisition in June 1996.  Approximately 650 employees were terminated as a
result of the closing of the Sayreville  facility,  of which  approximately  600
employees were represented by unions.

                                       7

<PAGE>
                              KEEBLER FOODS COMPANY

           NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS (CONTINUED)
                                   (UNAUDITED)


5.       RESTRUCTURING AND IMPAIRMENT CHARGE (CONTINUED)

The following table sets forth the activity  related to the liabilities  accrued
in conjunction with the restructuring and impairment charge:

<TABLE>
<CAPTION>

(IN THOUSANDS)                      January 1, 2000       Provision         Spending        Adjustment          JULY 15, 2000
                                  ------------------    ------------     ------------    --------------    -------------------
<S>                               <C>                   <C>              <C>             <C>               <C>
Severance.................                 $  2,037          $    -        $ (1,153)          $  (140)                $   744
Facility closure..........                    2,567               -            (848)           (1,556)                    163
Other.....................                    1,717               -              176               700                  2,593
                                  ------------------    ------------     ------------    --------------    -------------------
    Total.................                 $  6,321          $    -        $ (1,825)          $  (996)               $  3,500
                                  ==================    ============     ============    ==============    ===================
</TABLE>

At July 15, 2000, $3.3 million remained for plant and facility closing costs and
severance  accruals and $0.2 million for other  liabilities  and accruals.  Only
costs related to the  settlement of worker's  compensation  claims  (included in
other above),  and health and welfare payments are expected to extend beyond the
year ended December 30, 2000.

6.       PLANT AND FACILITY CLOSING COSTS AND SEVERANCE

Throughout  2000,  as part of the  acquisition  of  Austin,  Keebler  recognized
estimated  costs  pursuant to a plan to exit certain  activities of the acquired
company.  These exit costs, for which there is no future economic benefit,  were
provided for in the  allocation of the purchase price and totaled $14.5 million.
Associated  costs  related to staff  reductions  of  approximately  80 non-union
employees were estimated at $14.0 million.  At July 15, 2000,  approximately  60
employees  had been  terminated,  with the remaining  terminations  scheduled to
occur  during the second half of 2000.  Spending on exit costs is expected to be
substantially complete before the end of 2001, with primarily health and welfare
payments extending beyond that timeframe.

During 1998, as part of acquiring President  International,  Inc. ("President"),
Keebler  provided  for $12.8  million  in exit  costs in the  allocation  of the
purchase price.  At January 1, 2000,  there remained $7.4 million in reserves of
which $2.3  million  was spent  during  the first  half of 2000.  There were 260
employees at January 1, 2000,  still  expected to be  terminated  as part of the
exit plan, of which  approximately 175 were represented by a union. In the first
half of 2000, approximately 150 employees under union contract and approximately
35  employees  not under  union  contract  had been  terminated.  The  remaining
terminations are expected to occur throughout the remainder of the current year.

During the quarter ended July 15, 2000,  Keebler  adjusted  accruals  previously
established  in the  accounting  for the Keebler and  Sunshine  acquisitions  by
reducing  goodwill  and other  intangibles  by $0.5  million  and $1.1  million,
respectively,  to  recognize  exit costs that are now  expected  to be less than
initially anticipated.


                                       8

<PAGE>
                              KEEBLER FOODS COMPANY

           NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS (CONTINUED)
                                   (UNAUDITED)


6.       PLANT AND FACILITY CLOSING COSTS AND SEVERANCE (CONTINUED)

The  following  table sets forth the  activity in  Keebler's  plant and facility
closing costs and severance  liabilities  exclusive of the liabilities resulting
from the restructuring and impairment charge recorded during 1999:

<TABLE>
<CAPTION>

(IN THOUSANDS)                          January 1, 2000          Provision          Spending        Adjustment       JULY 15, 2000
                                       -----------------    ---------------    --------------    --------------    ----------------
<S>                                    <C>                  <C>                <C>               <C>               <C>
KEEBLER COMPANY
   Severance...................               $      24          $       -         $       -         $       -           $      24
   Facility closure............                   7,829                  -            (1,258)             (500)              6,071
                                       -----------------    ---------------    --------------    --------------    ----------------
       Subtotal................                   7,853                  -            (1,258)             (500)              6,095
                                       -----------------    ---------------    --------------    --------------    ----------------

SUNSHINE BISCUITS, INC.
   Severance...................               $      63          $       -         $     (12)        $       -           $      51
   Facility closure............                   1,962                  -              (679)           (1,116)                167
                                       -----------------    ---------------    --------------    --------------    ----------------
       Subtotal................                   2,025                  -              (691)           (1,116)                218
                                       -----------------    ---------------    --------------    --------------    ----------------

PRESIDENT INTERNATIONAL, INC.
   Severance...................               $   2,829          $       -         $  (2,097)        $       -           $     732
   Facility closure............                   4,596                  -              (223)                -               4,373
   Other.......................                      10                  -               (10)                -                   -
                                       -----------------    ---------------    --------------    --------------    ----------------
       Subtotal................                   7,435                  -            (2,330)                -               5,105
                                       -----------------    ---------------    --------------    --------------    ----------------

AUSTIN QUALITY FOODS, INC.
   Severance...................               $       -          $  13,979         $  (5,236)        $       -           $   8,743
   Facility closure............                       -                479              (408)                -                  71
   Other.......................                       -                 28                 -                 -                  28
                                       -----------------    ---------------    --------------    --------------    ----------------
       Subtotal................                       -             14,486  *         (5,644)                -               8,842
                                       -----------------    ---------------    --------------    --------------    ----------------

         Total.................               $  17,313          $  14,486         $  (9,923)        $  (1,616)          $  20,260
                                       =================    ===============    ==============    ==============    ================

* Recorded as part of the purchase price allocation.

</TABLE>


7.       SEGMENT INFORMATION

Keebler  has  adopted  Statement  of  Financial  Accounting  Standards  No.  131
"Disclosures  about  Segments  of an  Enterprise  and Related  Information"  for
reporting segment  information.  Keebler's  reportable  segments are Branded and
Specialty.  The reportable  segments were determined  using Keebler's  method of
internal  reporting,  which divides and analyzes the business by sales  channel.
The nature of the  customers,  products and method of  distribution  can vary by
sales channel. The reportable segments represent an aggregation of similar sales
channels.  The Branded  segment is comprised of sales channels that  principally
market  brand name  cookie and  cracker  products  to retail  outlets.  Either a
Keebler sales employee or a distributor  sells products in the Branded  segment.
The sales channels in the Specialty segment  primarily sell cookie,  cracker and
brownie  products that are  manufactured  on a  made-to-order  basis or that are
produced  in  individual  packs  to  be  used  in  various  institutions  (i.e.,
restaurants,  hospitals,  etc.),  as well as cookies  manufactured  for the Girl
Scouts of the U.S.A. Many of the products sold by the Specialty segment are done
so through the use of brokers.


                                       9
<PAGE>
                              KEEBLER FOODS COMPANY

           NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS (CONTINUED)
                                   (UNAUDITED)


7.       SEGMENT INFORMATION (CONTINUED)

Keebler  evaluates  the  performance  of the  reportable  segments and allocates
resources based on the segment's profit contribution, defined as earnings before
certain functional support costs, amortization, interest and income taxes. While
the  accounting  policies  for each  reportable  segment are the same as for the
total  company,  the  cost  of  sales  used  to  determine  a  segment's  profit
contribution is calculated using standard costs for each product, whereas actual
cost of sales is used to determine consolidated income (loss) from operations.

There are no intersegment  transactions that result in revenue or profit (loss).
Asset  information by reportable  segment is not presented,  as Keebler does not
report or generate such information  internally.  However,  depreciation expense
included  in the  determination  of a  segment's  profit  contribution  has been
presented.  The  depreciation  expense for each reportable  segment reflects the
amount  absorbed  in  the  standard  cost  of  products  sold,  as  well  as the
depreciation that relates to assets used entirely by the respective segment. The
following table presents certain information included in the profit contribution
of each  segment for the twelve  weeks ended July 15, 2000 and July 17, 1999 and
the twenty-eight weeks ended July 15, 2000 and July 17, 1999. Prior year amounts
have been restated for reclassifications between reportable segments.

<TABLE>
<CAPTION>
                                                     Branded            Specialty
                                                     Segment             Segment            Other (a)             Total
                                              ---------------    ----------------    ----------------    ---------------
<S>                                           <C>                <C>                 <C>                 <C>
                                                                               (IN THOUSANDS)
TWELVE WEEKS ENDED JULY 15, 2000:
NET SALES TO EXTERNAL CUSTOMERS.............     $   482,077          $  131,495          $        -        $   613,572
DEPRECIATION EXPENSE........................           6,234               2,419              10,392             19,045
PROFIT CONTRIBUTION.........................          83,379              22,905                   -            106,284


TWELVE WEEKS ENDED JULY 17, 1999:
Net sales to external customers.............     $   463,144          $  124,703          $        -        $   587,847
Depreciation expense........................           4,909               1,839               8,454             15,202
Profit contribution.........................          77,203              17,877                   -             95,080


TWENTY-EIGHT WEEKS ENDED JULY 15, 2000:
NET SALES TO EXTERNAL CUSTOMERS.............     $ 1,085,141          $  384,291          $        -        $ 1,469,432
DEPRECIATION EXPENSE........................          13,989               6,812              16,268             37,069
PROFIT CONTRIBUTION.........................         171,409              80,486                   -            251,895


TWENTY-EIGHT WEEKS ENDED JULY 17, 1999:
Net sales to external customers.............     $ 1,053,945          $  385,935          $        -        $ 1,439,880
Depreciation expense........................          10,508               4,241              17,836             32,585
Profit contribution.........................         157,543              72,389                   -            229,932

(a)  Represents expenses incurred by the functional support departments that are not allocated to the reportable segments.
</TABLE>

The net sales to  external  customers  from the  reportable  segments  equal the
consolidated  net  sales  of  Keebler.   A  reconciliation   of  segment  profit
contribution  to total  consolidated  income (loss) from  continuing  operations
before income tax expense (benefit) for the twelve weeks ended July 15, 2000 and
July 17, 1999 and the  twenty-eight  weeks ended July 15, 2000 and July 17, 1999
is as follows:


                                       10

<PAGE>
                              KEEBLER FOODS COMPANY

           NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS (CONTINUED)
                                   (UNAUDITED)


7.       SEGMENT INFORMATION (CONTINUED)

<TABLE>
<CAPTION>
                                                         Twelve Weeks Ended                     Twenty-Eight Weeks Ended
                                                 ----------------------------------      ------------------------------------
                                                  JULY 15, 2000      July 17, 1999         JULY 15, 2000       July 17, 1999
                                                 ---------------    ---------------      ----------------    ----------------
<S>                                              <C>                <C>                  <C>                 <C>
                                                                                 (IN THOUSANDS)
INCOME (LOSS) BEFORE INCOME TAX
   EXPENSE (BENEFIT):
Reportable segment's profit contribution.....        $  106,284        $    95,080            $  251,895          $  229,932
Unallocated functional support costs (b).....            39,753             46,348                91,668             110,555
Restructuring and impairment charge..........             (996)             69,208                 (996)              69,208
Interest expense, net........................            10,987              8,084                24,136              21,400
                                                 ---------------    ---------------      ----------------    ----------------
   Income (Loss) before Income Tax

      Expense (Benefit) .....................        $   56,540        $  (28,560)            $  137,087          $   28,769
                                                 ===============    ===============      ================    ================

(b)  Includes support costs such as distribution,  research  and development,  corporate  administration and other (income) expense,
     which are not allocated internally to reportable segments.
</TABLE>

8.       SALE OF VALUE BRANDS ASSETS

On January 4, 2000, Keebler sold its Birmingham, Alabama, and North Little Rock,
Arkansas  bakeries  and the  SUNNY  and GREGS  brands  to  Consolidated  Biscuit
Company.  As a result of the sale,  Keebler recorded a $5.7 million pre-tax gain
in other income during the first quarter of 1999.

9.       SUBSEQUENT EVENTS

On August 24, 2000, the Board of Directors of Keebler  declared a quarterly cash
dividend of $0.1125 per share payable on September 20, 2000, to  stockholders of
record on September 6, 2000.


                                       11

<PAGE>

    ITEM 2:  MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND
             RESULTS OF OPERATIONS

OVERVIEW

    MATTERS AFFECTING COMPARABILITY

    The following discussion of the financial condition and results of
operations for the twelve and twenty-eight weeks ended July 15, 2000 and July
17, 1999 should be read in conjunction with Keebler's 1998 annual report on Form
10-K filed with the Securities and Exchange Commission on March 20, 2000.

    Keebler's operating results for the twenty-eight weeks ended July 15, 2000,
include the operating results of Austin Quality Foods, Inc. ("Austin") from the
acquisition date of March 6, 2000, whereas the comparable period ended July 17,
1999, does not. Keebler's operating results for the twenty-eight weeks ended
July 15, 2000, do not include the operating results of the Birmingham, Alabama,
and North Little Rock, Arkansas bakeries and the SUNNY and GREGS brands ("the
value brands business"), as these brands were sold to Consolidated Biscuit
Company on January 4, 2000. The comparable twenty-eight weeks ended July 17,
1999, includes the operating results of the value brands business.

RESULTS OF OPERATIONS

    Results of operations expressed as a percentage of net sales for the twelve
and twenty-eight weeks ended July 15, 2000 and July 17, 1999 are set forth
below:

<TABLE>
<CAPTION>
                                                              Twelve Weeks Ended                 Twenty-Eight Weeks Ended
                                                    -------------------------------------- ------------------------------------
                                                        July 15, 2000       July 17, 1999     July 15, 2000      July 17, 1999
                                                    ------------------ ------------------- ----------------- ------------------
<S>                                                 <C>                <C>                 <C>               <C>
 NET SALES.........................................            100.0%             100.0%            100.0%             100.0%
 Cost of sales.....................................             41.3               43.8              42.0               44.3
 Selling, marketing and administrative expenses....             46.8               46.5              46.4               46.4
 Restructuring and impairment charge...............             (0.2)              11.8              (0.1)               4.8
 INCOME (LOSS) FROM OPERATIONS.....................             11.0               (3.5)             11.0                3.5
 Interest Expense, net.............................              1.8                1.4               1.6                1.5
 NET INCOME (LOSS).................................              5.5%              (3.6)%             5.5%               0.8%

</TABLE>

    Keebler's reportable segments are Branded and Specialty, which were
determined using Keebler's method of internal reporting, which divides and
analyzes the business by sales channel. The reportable segments represent an
aggregation of similar sales channels. We evaluate the performance of the
reportable segments and allocate resources based on the segment's profit
contribution, defined as earnings before certain functional support costs,
amortization, interest and income taxes. While the accounting policies for each
reportable segment are the same as for the total company, the cost of sales used
to determine a segment's profit contribution is calculated using standard costs
for each product, whereas actual cost of sales is used to determine consolidated
income (loss) from operations. Prior year numbers have been restated for
reclassifications between reportable segments.

                                      12
<PAGE>

    BRANDED SEGMENT

    The Branded segment sells a number of well-recognized products, primarily to
retail outlets such as supermarkets, mass merchandisers, warehouse club stores,
convenience stores and drug stores. This segment also imports and distributes
CARR'S crackers in the U.S. under an exclusive long-term licensing and
distribution agreement with United Biscuits.

<TABLE>
<CAPTION>
                                                  Twelve Weeks Ended                     Twenty-Eight Weeks Ended
                                      ------------------------------------------ -----------------------------------------
                                          July 15, 2000         July 17, 1999        July 15, 2000        July 17, 1999
                                      --------------------- -------------------- -------------------- --------------------
($ IN MILLIONS)                               $          %         $          %         $          %          $         %
                                      ---------- ---------- --------- ---------- --------- ---------- ---------- ---------
<S>                                   <C>        <C>        <C>       <C>        <C>       <C>        <C>        <C>
NET SALES........................       $ 482.1              $ 463.1             $1,085.1              $1,053.9

PROFIT CONTRIBUTION..............       $  83.4      17.3%   $  77.2      16.7%  $  171.4      15.8%   $  157.5     14.9%

</TABLE>


    For the quarter ended July 15, 2000, net sales of $482.1 million in the
Branded segment increased 4.1% over the same period of a year ago and net sales
of $1,085.1 million for the first half of 2000 finished 3.0% above the
comparable period of 1999. The acquisition of Austin accounted for net sales of
$36.7 million and $55.3 million for the twelve and twenty-eight weeks ended July
15, 2000, respectively. In addition, the sale of the value brands business,
which totaled $11.4 million and $26.1 million of net sales for the second
quarter and first half of 1999, respectively, affected comparisons for the
initial two quarters of 2000. Excluding the impact of Austin sales in the
current period and the revenue from the value brands business in the comparable
periods of a year ago, net sales for the quarter ended July 15, 2000 decreased
$6.3 million compared to the year-ago quarter and increased $2.0 million for the
first half of 2000. During the current quarter, good growth in core Keebler
brand cookie and cracker products, along with additional distribution points
picked up in the national rollout of FAMOUS AMOS and MURRAY SUGAR FREE drove
real volume gains that were offset by decreased sales of more promotion
sensitive products. Competitive activity constrained net sales of our secondary
cookie brands. For the first half of 2000, growth from new products, greater
distribution of FAMOUS AMOS and MURRAY SUGAR FREE cookies, and continued growth
in retail business outside supermarkets, including mass merchandisers and
convenience channels, were the primary drivers of the increase in net sales as
compared to the prior year. New products contributing to the overall
year-to-date growth included Keebler SNAX STIX, HARVEST BAKERY crackers, ELF
GRAHAMS and WHEATABLES SNACK MIX.

    The profit contribution of the Branded segment was $83.4 million, or 17.3%
of net sales, in the second quarter of 2000 and $171.4 million, or 15.8% of net
sales, for the first half of 2000. The growth in profit contribution for the
twelve and twenty-eight weeks ended July 15, 2000 was driven by a higher gross
margins achieved on Keebler's core products furthered by improved productivity
and cost savings across the supply chain. Partially offsetting these
improvements was the inclusion of the gross margin on Austin sales, which was
lower than Keebler and President products. Higher distribution and freight,
which were the result of increased fuel costs, also slightly offset the growth
in profit contribution.

    SPECIALTY SEGMENT

    The Specialty segment produces cookies, crackers and brownies for the
foodservice market and private label retailers. In addition, we also produce
custom-baked products for other marketers of branded food products, including
sales of cookies to the Girl Scouts of the U.S.A.

<TABLE>
<CAPTION>
                                                  Twelve Weeks Ended                     Twenty-Eight Weeks Ended
                                      ------------------------------------------ -----------------------------------------
                                          July 15, 2000         July 17, 1999        July 15, 2000        July 17, 1999
                                      --------------------- -------------------- -------------------- --------------------
($ IN MILLIONS)                               $          %         $          %         $          %          $         %
                                      ---------- ---------- --------- ---------- --------- ---------- ---------- ---------
<S>                                   <C>        <C>        <C>       <C>        <C>       <C>        <C>        <C>
NET SALES........................       $ 131.5              $ 124.7              $ 384.3               $ 385.9

PROFIT CONTRIBUTION..............       $  22.9      17.5%   $  17.9      14.3%   $  80.5      20.9%    $  72.4     18.8%

</TABLE>

                                       13

<PAGE>

    For the twelve weeks ended July 15, 2000, net sales in the Specialty segment
were $131.5 million compared to $124.7 million in the comparable quarter of
1999. The $6.8 million or 5.4% increase in net sales was due to continued volume
growth in the foodservice channel and the Austin acquisition growth offset by
revenue declines in custom-baked and private label products. Volume gains in the
foodservice market were led by higher sales of both ice cream cones and Grab n'
Go products. Sales of Austin products contributed $9.8 million in incremental
revenue. Net sales for the year-to-date ended July 15, 2000 of $384.3 million
were just $1.6 million below the comparable twenty-eight week period of last
year. Lower sales of custom-baked and private label products were the primary
contributors of the revenue loss in the first half. Partially offsetting the
year-to-date sales decline were Austin sales, which added $15.7 million
incremental net sales and growth of 9.8% in foodservice sales.

    The Specialty segment's profit contribution was $22.9 million or 17.5%, as a
percentage of net sales, for the quarter ended July 15, 2000, and $80.5 million
or 20.9%, as a percentage of net sales, for the first half of 2000. Removing the
effects of Austin, Keebler's profit contribution finished the twelve and
twenty-eight weeks 3.0 percentage points and 2.3 percentage points, as a
percentage of net sales, ahead of the respective periods of the prior year. A
product focus shift to higher margin products, which lowered cost of sales both
in dollar spending and as a percentage of net sales, was the primary contributor
to the increased profit margin. Additional cost reduction initiatives also
contributed to higher segment profits.

    COST OF SALES

    For the twelve weeks ended July 15, 2000, cost of sales was $253.3 million,
or 41.3% of net sales, versus $257.3 million, or 43.8% of net sales, in the
comparable quarter of a year ago. Year-to-date, cost of sales was $616.7
million, or 42.0% of net sales, as opposed to $638.1 million, or 44.3% of net
sales, from a year ago. Excluding Austin, cost of sales, as a percentage of net
sales, was 39.7% and 40.9% for the second quarter and twenty-eight weeks ended
July 15, 2000, respectively. The quarter and year-to-date improvements in cost
of sales, as a percentage of net sales, were mainly attributable to productivity
and cost savings and lower raw material costs. Lower sales of custom-baked, and
private label and value products also contributed to lower cost of sales. These
favorable factors more than offset the increase to cost of sales resulting from
the inclusion of Austin since its March 6, 2000 acquisition date. Also
contributing to the improvement in cost of sales was a favorable shift in the
overall business mix to higher margin products and channels of distribution.

    SELLING, MARKETING AND ADMINISTRATIVE EXPENSES

    For the quarter and year-to-date ended July 15, 2000, selling, marketing and
administrative expenses of $287.0 million and $682.2 million, respectively, were
$13.6 million and $14.6 million higher than the same periods of a year ago. The
5.0% and 2.2% increase in selling, marketing and administrative expenses for the
twelve and twenty-eight weeks, respectively, was primarily driven by the
inclusion of Austin expenses. The remaining balances were principally due to an
increase of $5.2 million and $11.0 million in selling and distribution for the
quarter and first half, respectively. Excluding Austin, selling, marketing and
administrative expenses finished the quarter and year-to-date periods, 2.5 and
1.3 percentage points, as a percentage of net sales, higher than the respective
periods of last year. The increased selling and distribution expense was mainly
due to transition expenses on converting certain non-core independent
distributor routes acquired in the President acquisition to Keebler's direct
store delivery system and higher fuel costs.

    OTHER

    Other expense for the second quarter and first half of 2000 was $6.7 million
and $10.2 million, respectively, compared to $8.4 million and $14.8 million for
the prior year comparable periods. The decrease for both the second quarter and
year-to-date periods was principally due to the $2.0 million pre-tax gain on the
sale of the Sayreville manufacturing facility in the second quarter of 2000 and
the $5.7 million pre-tax gain on the sale of the value brands business in the
first quarter of 2000. Partially offsetting these gains was incremental
amortization expense resulting from intangible assets added from the Austin
acquisition, higher costs related to the Receivables Purchase Agreement and
increased bank fees.


                                       14

<PAGE>

    RESTRUCTURING AND IMPAIRMENT CHARGE

    In May of 1999, Keebler closed its manufacturing facility in Sayreville, New
Jersey, which resulted in a pre-tax restructuring and impairment charge to
income from operations of $66.3 million. In the second quarter of 2000 the
charge was reduced by an adjustment of $1.0 million. The adjustment was for
costs related to severance and other exit costs from the facility due to
lower-than-expected severance costs and the earlier-than-expected sale of the
facility. On May 2, 2000, the Sayreville, New Jersey facility was sold. The
restructuring and impairment charge included $19.2 million for cash costs
related to severance and other exit costs from the Sayreville facility. The
remaining $46.1 million were non-cash charges for asset impairments related to
the Sayreville closing, including write-downs of property, plant and equipment
at Sayreville and equipment at other locations, and a proportionate reduction of
goodwill acquired in the Sunshine Biscuits, Inc. ("Sunshine") acquisition in
June 1996. Of the total $65.3 million charge, approximately $64.6 million was
recorded as plant and facility closing costs and severance. The remaining $0.7
million was recorded as other liabilities and accruals. Approximately 650 total
employees were terminated as a result of the closing of the Sayreville facility,
of which approximately 600 employees were represented by unions. At July 15,
2000, $3.3 million remained for plant and facility closing costs and severance
accruals and $0.2 million for other liabilities and accruals. Only costs related
to the settlement of workers' compensation claims and health and welfare
payments are expected to extend beyond the year ended December 30, 2000. The
amount of suspended depreciation and amortization that would have been
recognized for the twenty-eight weeks ended July 15, 2000, if the prior year
impairments had not been recognized, was approximately $2.8 million.

    INTEREST EXPENSE, NET

    Net interest expense for the second quarter and year-to-date period ended
July 15, 2000, of $11.0 million and $24.1 million was $2.9 million and $2.7
million higher than the second quarter and year-to-date period ended July 17,
1999, respectively. The increase in net interest expense was primarily due to
additional interest expense associated with the incremental debt incurred in
first quarter of 2000 in order to finance the acquisition of Austin. Outstanding
debt at July 15, 2000, was $136.6 million above the level outstanding at July
17, 1999. Also adding to the increase in expense was a higher weighted average
interest rate in 2000 compared to the same period in 1999.

    INCOME TAX EXPENSE

    Income tax expense for the twelve and twenty-eight weeks ended July 15,
2000, increased by $30.3 million and $38.7 million, respectively, compared to
the same periods of a year ago. Increased taxable earnings was the primary
driver of higher income tax expense. A lower effective tax rate of 40.9% in 2000
versus 42.5% in 1999 partially offset this increase. The effective tax rate
decreased due to higher taxable earnings and the adoption of a change in the tax
basis of the assets acquired and liabilities assumed in the Keebler acquisition,
in accordance with the Internal Revenue Code Section 338. Partially offsetting
the decrease in the effective tax rate was the increase in non-deductible
goodwill amortization expense as a result of the Austin acquisition. The
effective tax rate remains above the federal statutory rate due to nondeductible
expenses, primarily the amortization of intangibles resulting from acquisitions.

    NET INCOME (LOSS)

    Net income for the twelve and twenty-eight weeks ended July 15, 2000 was
$33.4 million and $81.0 million, respectively. Before restructuring and
impairment changes or credits, net income was $32.8 million in the current
quarter and $80.3 million for the twenty-eight weeks ended July 15, 2000. Net
income exceeded the second quarter and year-to-date of the prior year, also
before restructuring and impairment charges, by $9.2 million and $24.0 million,
respectively. The increase over the comparable quarter and first half of 1999
was a combination of the on-going strength of our core branded business,
successful integration of strategic acquisitions, realized cost savings from
productivity gains and efficiencies in operations, and a strategic shift away
from lower margin businesses.


                                       15

<PAGE>

LIQUIDITY AND CAPITAL RESOURCES

    During the first twenty-eight weeks of 2000, cash provided from operating
activities was $101.6 million. Year-to-date net earnings of $81.0 million and a
reduced investment in inventories of $29.2 million were primarily responsible
for the positive cash flow. The lower inventory levels were due principally to
the depletion of the Girl Scout finished goods inventory that existed at year
end in anticipation of the annual Girl Scout cookie sale that occurred during
the first quarter of the year. In addition, the income tax benefit of $17.9
million on stock options exercised contributed to the cash flow. Partially
offsetting these cash resources was lower trade accounts payable and other
current liabilities of $42.5 million, which was due primarily to timing of
disbursements and payment of year end incentives, and spending of $13.6 million
for plant and facility closing costs and severance.

    For the first half of 2000, cash used by investing activities of $274.9
million was principally attributable to the $253.8 million, net of cash
acquired, in the acquisition of Austin during the first quarter. Also
contributing to uses of cash was the $10.0 million purchase of a license
agreement for the Sesame Street trademark from the Sesame Workshop, formerly
known as the Children's Television Workshop. The majority of the $36.7 million
in capital spending in the first half of 2000 was used for automation and
capacity enrichments, product development and several equipment upgrades related
to cost reduction programs for improved production expansion. Proceeds received
from asset disposals of $25.5 million partially offset capital expenditures,
with the sale of the value brands business and the Sayreville facility
accounting for $24.5 million of the proceeds.

    Financing activities provided $172.7 million of cash during the first
twenty-eight weeks of 2000. The increase resulted principally from proceeds of
long-term debt borrowings under the existing Revolving facility to fund the
acquisition of Austin. Also contributing to the increase were net cash proceeds
of $21.0 million received from the sale of accounts receivable under the
Receivables Purchase Agreement and $4.9 million of cash generated from employee
stock options exercised during the first half of 2000. Partially offsetting the
positive cash flow were scheduled principal payments of $24.3 million, dividend
payments totaling $18.9 million and purchases of common stock into treasury of
$10.0 million.

    As of July 15, 2000, cash and cash equivalents were $20.1 million, long-term
debt outstanding was $636.7 million and current maturities were $46.6 million.
Available borrowings under Keebler's Revolving facility were $350.0 million, of
which $200.0 million was outstanding at July 15, 2000. Keebler has met all
financial covenants contained in the financing agreements. Available cash, as
well as existing credit facilities, are expected to be sufficient to meet normal
operating requirements for the foreseeable future.

NEW ACCOUNTING PRONOUNCEMENTS

    In June 2000, the Financial Accounting Standards Board ("FASB") issued the
Statement of Financial Accounting Standards No. 138, "Accounting for Certain
Derivative Instruments and Certain Hedging Activities," an amendment of FASB
Statement No. 133. FASB Statement No. 133, "Accounting for Derivative
Instruments and Hedging Activities," establishes accounting and reporting
standards for derivative instruments, including certain derivative instruments
embedded in other contracts, and for hedging activities. FASB Statement No. 138
addresses a limited number of issues causing implementation difficulties for
numerous entities that apply FASB Statement No. 133.

FORWARD-LOOKING STATEMENTS

    Certain statements incorporated by reference or made in this discussion are
"forward-looking statements" within the meaning of the Private Securities
Litigation Reform Act of 1995 (the "Reform Act"). These statements are subject
to the safe harbor provisions of the Reform Act. Such forward-looking statements
include, without limitation, statements about:

    o    sales trends
    o    the competitiveness of the cookie and cracker industry;
    o    the future availability and prices of raw and packaging materials;
    o    potential regulatory obligations;
    o    our strategies and
    o    other statements that are not historical facts.


                                       16

<PAGE>

    When used in this discussion, the words "anticipate," "believe," "estimate,"
"expect" and similar expressions are generally intended to identify
forward-looking statements. Because such forward-looking statements involve
risks and uncertainties, there are important factors that could cause actual
results to differ materially from those expressed or implied by such
forward-looking statements, including, but not limited to:

    o    changes in general economic or business conditions (including in the
         cookie and cracker industry);
    o    actions of customers and competitors;
    o    our ability to recover material costs in the pricing of our products;
    o    the extent to which we are able to successfully develop new products
         and markets for our products;
    o    the time required for such development;
    o    the level of demand for such products and
    o    changes in our business strategies.


    ITEM 3:  QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK

    The principal market risks to which we are exposed that may adversely affect
results of operations and financial position include changes in future interest
rates and raw material prices. We seek to minimize or manage these market risks
through normal operating and financing activities and through the use of
interest rate swap agreements and commodity futures and options contracts. The
use of these instruments is limited to hedging activities and they are not
entered for trading or speculative purposes. These agreements and contracts are
entered into at a corporate level and as such, any income or expense associated
with these transactions is not allocated to our reportable segments.

    Our exposure to market risk for changes in interest rates relates primarily
to long-term debt obligations. Our current debt structure consists of both fixed
and floating rate debt. Interest rate swap agreements are used to effectively
manage changes in interest rates related to the majority of our borrowings with
the objective of reducing overall interest costs. Sensitivity analysis was used
to assess the impact that changes in market prices have on the fair value of
interest rate swap agreements at year end. The fair value of the interest rate
swap agreements at July 15, 2000, with a notional amount of $322.3 million,
remains comparable to year end. Additionally, interest rates have not fluctuated
materially from year end and therefore, the sensitivity analysis performed as of
January 1, 2000 for interest rate swap agreements remains a valid estimate.

    We enter into commodity futures and options contracts to neutralize the
impact of price increases on raw material purchases that are not likely to be
recovered through higher prices on our products. We also used sensitivity
analysis to assess the potential impact on the fair value of commodity futures
and options contracts. Assuming a ten percent increase or decrease in market
price, the fair value of open contracts with a notional amount of $23.1 million
at July 15, 2000 would be impacted by $2.2 million.


PART II:  OTHER INFORMATION


    ITEM 6:  EXHIBITS AND REPORTS ON FORM 8-K

         (a)      Exhibits

                  Exhibit
                  NUMBER            DESCRIPTION
                  -------           -----------

                    27              Financial Data Schedule











                                       17

<PAGE>

                                   SIGNATURES

Pursuant to the  requirements of Section 13 or 15(d) of the Securities  Exchange
Act of 1934,  the  Registrant  has duly  caused  this report to be signed on its
behalf by the undersigned, thereunto duly authorized.



                                    KEEBLER FOODS COMPANY
                                        (Registrant)

                      /s/ SAM K. REED
                      ------------------------------------------------------
                      Sam K. Reed
                      President, Chief Executive Officer and Director

                      Date:  August 28, 2000


                      /s/ E. NICHOL MCCULLY
                      ------------------------------------------------------
                      E. Nichol McCully
                      Senior Vice President and Chief Financial Officer
                      (Principal Financial Officer)

                      Date:  August 28, 2000


                      /s/ JAMES T. SPEAR
                      ------------------------------------------------------
                      James T. Spear
                      Vice President Finance and Corporate Controller
                      (Principal Accounting Officer)

                      Date:  August 28, 2000




                                       18


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