KEEBLER FOODS CO
10-Q, 2000-11-17
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 OCTOBER 7, 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 NOVEMBER 14, 2000: 85,016,219.

<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>
                                                                                 OCTOBER 7, 2000    January 1, 2000
                                                                               ------------------ ------------------
<S>                                                                            <C>                <C>
ASSETS

CURRENT ASSETS:

     Cash and cash equivalents                                                          $ 20,469           $ 20,717
     Trade accounts and notes receivable, net                                             52,367             65,052
     Inventories, net:
         Raw materials                                                                    28,120             34,243
         Package materials                                                                17,170             13,907
         Finished goods                                                                  137,273            126,954
         Other                                                                             2,080              1,176
                                                                               ------------------ ------------------
                                                                                         184,643            176,280

     Deferred income taxes                                                                34,668             46,252
     Other                                                                                38,583             27,278
                                                                               ------------------ ------------------
         Total current assets                                                            330,730            335,579
                                                                                                   .
PROPERTY, PLANT AND EQUIPMENT, NET                                                       610,337            553,031

GOODWILL, NET                                                                            527,611            370,188

TRADEMARKS, TRADE NAMES AND OTHER INTANGIBLES, NET                                       239,177            211,790

PREPAID PENSION                                                                           30,914             33,240

ASSETS HELD FOR SALE                                                                       1,159              6,662

OTHER ASSETS                                                                              17,140             17,693
                                                                               ------------------ ------------------
         Total assets                                                                $ 1,757,068        $ 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>
                                                                                 OCTOBER 7, 2000    January 1, 2000
                                                                               ------------------ ------------------
<S>                                                                            <C>                <C>
LIABILITIES AND SHAREHOLDERS' EQUITY

CURRENT LIABILITIES:

     Current maturities of long-term debt                                               $ 50,660           $ 37,283
     Trade accounts payable                                                              146,750            147,862
     Other liabilities and accruals                                                      237,406            237,447
     Income taxes payable                                                                  1,138             23,603
     Plant and facility closing costs and severance                                       12,232             11,290
                                                                               ------------------ ------------------
         Total current liabilities                                                       448,186            457,485

LONG-TERM DEBT                                                                           546,104            419,160

OTHER LIABILITIES:

     Deferred income taxes                                                               127,544            124,389
     Postretirement/postemployment obligations                                            63,546             64,383
     Plant and facility closing costs and severance                                        7,397             12,062
     Deferred compensation                                                                26,312             24,581
     Other                                                                                20,398             16,808
                                                                               ------------------ ------------------
         Total other liabilities                                                         245,197            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
         86,348,001 and 84,655,874 shares issued, respectively)                              863                846
     Additional paid-in capital                                                          207,492            182,686
     Retained earnings                                                                   349,238            255,813
     Treasury stock                                                                      (40,012)           (30,030)
                                                                               ------------------ ------------------
         Total shareholders' equity                                                      517,581            409,315
                                                                               ------------------ ------------------
         Total liabilities and shareholders' equity                                  $ 1,757,068        $ 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           FORTY           Forty
                                                              WEEKS ENDED     Weeks Ended     WEEKS ENDED     Weeks Ended
                                                          OCTOBER 7, 2000 October 9, 1999 OCTOBER 7, 2000 October 9, 1999
                                                          --------------- --------------- --------------- ---------------
<S>                                                       <C>             <C>             <C>             <C>
NET SALES                                                    $   642,203     $   615,844     $ 2,111,635     $ 2,055,724

COSTS AND EXPENSES:
   Cost of sales                                                 254,237         261,244         870,967         899,296
   Selling, marketing and administrative expenses                301,752         284,375         983,999         952,066
   Other                                                          10,569           7,265          20,797          22,025
   Restructuring and impairment charge                                 -               -            (996)         69,208
                                                          --------------- --------------- --------------- ---------------
INCOME FROM OPERATIONS                                            75,645          62,960         236,868         113,129

   Interest (income)                                              (1,517)           (249)         (3,002)         (1,190)
   Interest expense                                               11,568           7,346          37,189          29,687
                                                          --------------- --------------- --------------- ---------------
INTEREST EXPENSE, NET                                             10,051           7,097          34,187          28,497
                                                          --------------- --------------- --------------- ---------------

INCOME BEFORE INCOME TAX EXPENSE                                  65,594          55,863         202,681          84,632
   Income tax expense                                             24,644          23,742          80,767          41,204
                                                          --------------- --------------- --------------- ---------------

NET INCOME                                                   $    40,950     $    32,121     $   121,914     $    43,428
                                                          =============== =============== =============== ===============


BASIC NET INCOME PER SHARE                                   $      0.48     $      0.38     $      1.44     $      0.52
WEIGHTED AVERAGE SHARES OUTSTANDING                               84,994          83,708          84,365          83,785

DILUTED NET INCOME PER SHARE                                 $      0.46     $      0.37     $      1.39     $      0.50
WEIGHTED AVERAGE SHARES OUTSTANDING                               88,240          87,423          87,728          87,741



                       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>
                                                                                  FORTY                 Forty
                                                                            WEEKS ENDED           Weeks Ended
                                                                        OCTOBER 7, 2000       October 9, 1999
                                                                      ------------------    ------------------
<S>                                                                     <C>                 <C>
CASH FLOWS PROVIDED FROM OPERATING ACTIVITIES
    Net income                                                               $  121,914            $   43,428
    Adjustments to reconcile net income to cash from
       operating activities:
        Depreciation and amortization                                            72,547                62,651
        Deferred income taxes                                                    22,367               (11,018)
        (Gain) loss on sale of property, plant and equipment                     (1,623)                  249
        Gain on sale of value brands assets                                      (5,700)                    -
        Restructuring and impairment charge                                        (615)               46,071
        Income tax benefit related to stock options exercised                    18,875                 8,838
    Changes in assets and liabilities:
        Trade accounts and notes receivable, net                                 10,890               (35,241)
        Inventories, net                                                           (211)              (10,853)
        Income taxes payable                                                    (21,329)               (4,651)
        Other current assets                                                    (10,202)               (7,827)
        Trade accounts payable and other current liabilities                    (17,313)               27,016
        Plant and facility closing costs and severance                          (17,592)               11,554
    Other, net                                                                    2,819                 7,622
                                                                      ------------------    ------------------
           Cash provided from operating activities                              174,827               137,839

CASH FLOWS USED BY INVESTING ACTIVITIES
    Capital expenditures                                                        (53,174)              (68,637)
    Proceeds from property disposals                                              8,617                 2,833
    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                                   (291,354)              (65,804)

CASH FLOWS PROVIDED FROM (USED BY) FINANCING ACTIVITIES
    Purchase of treasury stock                                                   (9,982)              (21,350)
    Exercise of employee stock options                                            5,948                 2,741
    Proceeds from receivables securitization                                     13,000               125,000
    Long-term debt repayments                                                   (34,198)             (103,861)
    Revolving facility, net                                                     170,000               (77,800)
    Dividends paid                                                              (28,489)                    -
                                                                      ------------------    ------------------
           Cash provided from (used by) financing activities                    116,279               (75,270)
                                                                      ------------------    ------------------
           Decrease in cash and cash equivalents                                   (248)               (3,235)
           Cash and cash equivalents at beginning of period                      20,717                23,515
                                                                      ------------------    ------------------
           Cash and cash equivalents at end of period                        $   20,469            $   20,280
                                                                      ==================    ==================



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

                                                                  5

</TABLE>
<PAGE>
                             KEEBLER FOODS COMPANY

           NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS (CONTINUED)
                                   (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
a purchase price,  net of cash acquired,  of $253.7 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 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 October 7, 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 Forty Weeks Ended
                                                                                ------------------------------------
                                                                                 October 7, 2000    October 9, 1999
                                                                                -----------------  -----------------
<S>                                                                             <C>                <C>
Net sales.......................................................................  $    2,139,130      $   2,217,917
Net income......................................................................  $      117,478      $      42,148
Diluted net income per share....................................................  $         1.35      $         .48
</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  during the first half of the year.  Disposition  of the  remaining
assets held for sale is expected to occur  within the next  thirty-three  months
without a significant gain or loss.

4.       DEBT

Long-term debt consisted of the following at October 7, 2000:
<TABLE>
<CAPTION>

(IN THOUSANDS)                                               Interest Rate             Final Maturity       OCTOBER 7, 2000
                                                         ------------------    -----------------------    ------------------
<S>                                                      <C>                   <C>                        <C>
Revolving Facility..................................                6.845%         September 28, 2004           $   170,000
Term Facility.......................................                6.827%         September 28, 2004               287,000
Senior Subordinated Notes...........................               10.750%               July 1, 2006               124,400
Other Senior Debt...................................               Various                  2001-2005                 8,840
Capital Lease Obligations...........................               Various                  2002-2042                 6,524
                                                                                                          ------------------
                                                                                                                    596,764
Less: Current maturities............................                                                                 50,660
                                                                                                          ------------------
     Total..........................................                                                            $   546,104
                                                                                                          ==================
</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
October 7, 2000, the  outstanding  balance on the Revolving  Facility was $170.0
million, with an available balance of $180.0 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
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        OCTOBER 7, 2000
                                  ------------------    ------------     ------------    --------------    -------------------
<S>                               <C>                   <C>              <C>             <C>               <C>
Severance.................                 $  2,037          $    -        $ (1,196)          $  (140)                $   701
Facility closure..........                    2,567               -            (852)           (1,556)                    159
Other.....................                    1,717               -              56               700                   2,473
                                  ------------------    ------------     ------------    --------------    -------------------
    Total.................                 $  6,321          $    -        $ (1,992)          $  (996)               $  3,333
                                  ==================    ============     ============    ==============    ===================
</TABLE>

At October 7, 2000, $3.2 million  remained for plant and facility  closing costs
and severance accruals and $.1 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

In conjunction with the March 6, 2000 Austin acquisition, Keebler has 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 purchase  price  allocation and were equal to $14.5 million.
Spending  equal to $8.8  million has  occurred  through  October 7, 2000.  Staff
reductions of approximately  80 non-union  employees are expected as part of the
exit plan.  Approximately  75 employees had been  terminated at October 7, 2000.
The remaining  terminations are expected to occur by February 23, 2001. 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 $2.8 million was spent during the first three quarters 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.  Throughout
the first forty weeks of 2000,  approximately 150 employees under union contract
and approximately 35 employees not under union contract had been terminated. The
remaining terminations are scheduled to occur in the fourth quarter of 2000.

In the second quarter of the current year, 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 COST 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>
                                        January 1,                                                        OCTOBER 7,
(IN THOUSANDS)                                2000       Provision        Spending       Adjustment             2000
                                      -------------    ------------    ------------    -------------    -------------
<S>                                   <C>              <C>             <C>             <C>              <C>
KEEBLER COMPANY
   Severance...................         $       24       $       -       $       -       $        -       $       24
   Facility closure............              7,829               -          (1,430)            (500)           5,899
                                      -------------    ------------    ------------    -------------    -------------
       Subtotal................              7,853               -          (1,430)            (500)           5,923
                                      -------------    ------------    ------------    -------------    -------------

SUNSHINE BISCUITS, INC.
   Severance...................         $       63       $       -       $     (17)      $        -       $       46
   Facility closure............              1,962               -            (689)          (1,116)             157
                                      -------------    ------------    ------------    -------------    -------------
       Subtotal................              2,025               -            (706)          (1,116)             203
                                      -------------    ------------    ------------    -------------    -------------

PRESIDENT INTERNATIONAL, INC.
   Severance...................         $    2,829       $       -       $  (2,235)      $        -       $      594
   Facility closure............              4,596               -            (569)               -            4,027
   Other.......................                 10               -             (10)               -                -
                                      -------------    ------------    ------------    -------------    -------------
       Subtotal................              7,435               -          (2,814)               -            4,621
                                      -------------    ------------    ------------    -------------    -------------

AUSTIN QUALITY FOODS, INC.
   Severance...................         $        -       $  13,979       $  (8,398)      $        -       $    5,581
   Facility closure............                  -             479            (408)               -               71
   Other.......................                  -              28              (5)               -               23
                                      -------------    ------------    ------------    -------------    -------------
       Subtotal................                  -          14,486  *       (8,811)               -            5,675
                                      -------------    ------------    ------------    -------------    -------------

         Total.................         $   17,313       $  14,486       $ (13,761)      $   (1,616)      $   16,422
                                      =============    ============    ============    =============    =============

* Recorded as part of the purchase price allocation.
</TABLE>

7.       SEGMENT INFORMATION

Keebler has adopted Statement of Financial  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 from operations.

There are no intersegment  transactions that result in revenue or profit.  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 October 7, 2000 and October 9, 1999 and the forty weeks ended
October 7, 2000 and October 9, 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 OCTOBER 7, 2000:
NET SALES TO EXTERNAL CUSTOMERS.............         $   512,412         $   129,791         $         -        $   642,203
DEPRECIATION EXPENSE........................               5,205               2,404               9,475             17,084
PROFIT CONTRIBUTION.........................              92,896              23,108                   -            116,004

TWELVE WEEKS ENDED OCTOBER 9, 1999:
Net sales to external customers.............         $   479,598         $   136,246         $         -        $   615,844
Depreciation expense........................               5,297               2,034               7,673             15,004
Profit contribution.........................              83,362              17,759                   -            101,121

FORTY WEEKS ENDED OCTOBER 7, 2000:
NET SALES TO EXTERNAL CUSTOMERS.............         $ 1,597,553         $   514,082         $         -        $ 2,111,635
DEPRECIATION EXPENSE........................              19,194               9,216              25,743             54,153
PROFIT CONTRIBUTION.........................             264,305             103,594                   -            367,899

FORTY WEEKS ENDED OCTOBER 9, 1999:
Net sales to external customers.............         $ 1,533,543         $   522,181         $         -        $ 2,055,724
Depreciation expense........................              15,804               6,275              25,510             47,589
Profit contribution.........................             240,905              90,148                   -            331,053

(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 from continuing  operations  before
income tax  expense for the twelve  weeks  ended  October 7, 2000 and October 9,
1999 and the  forty  weeks  ended  October  7,  2000 and  October  9, 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                         Forty Weeks Ended
                                              --------------------------------------    ---------------------------------------
                                               OCTOBER 7, 2000      October 9, 1999       OCTOBER 7, 2000      October 9, 1999
                                              -----------------    -----------------    ------------------    -----------------
<S>                                           <C>                  <C>                  <C>                   <C>
                                                                                (IN THOUSANDS)

INCOME BEFORE INCOME TAX EXPENSE:

Reportable segment's profit contribution....       $   116,004          $   101,121          $    367,899          $   331,053
Unallocated functional support costs (b)....            40,359               38,161               132,027              148,716
Restructuring and impairment charge.........                 -                    -                  (996)              69,208
Interest expense, net.......................            10,051                7,097                34,187               28,497
                                              -----------------    -----------------    ------------------    -----------------
   Income before Income Tax Expense.........       $    65,594          $    55,863          $    202,681          $    84,632
                                              =================    =================    ==================    =================

(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 2000.

9.       INCOME TAXES

During the quarter,  Keebler  decreased the annual effective tax rate from 41.0%
to 39.8%.  The  effective  tax rate  declined  due to  increased  earnings,  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, and a satisfactory  resolution of certain income tax contingencies.
Partially offsetting the reduction in the effective tax rate was the increase in
intangible  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  the
Sunshine, President and Austin acquisitions.

10.      SUBSEQUENT EVENTS

On October 26,  2000,  Kellogg  Company  announced  it reached an  agreement  to
acquire  Keebler Foods  Company in a  transaction  entered into with Keebler and
with Flowers Industries,  Inc., the majority shareholder of Keebler.  Completion
of the  merger  is  subject  to  customary  closing  conditions  and  regulatory
approvals.  There can be no assurance that such approvals will be obtained.  The
transaction is expected to close during the first quarter of 2001.

On November 7, 2000, the Board of Directors of Keebler declared a quarterly cash
dividend  of  $0.1125  per  common  share  payable  on  December  20,  2000,  to
stockholders of record on December 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 forty weeks ended October 7, 2000 and October 9,
1999 should be read in conjunction with Keebler's 1999 annual report on Form
10-K filed with the Securities and Exchange Commission on March 20, 2000.

    Keebler's operating results for the forty weeks ended October 7, 2000,
include the operating results of Austin Quality Foods, Inc. ("Austin") from the
acquisition date of March 6, 2000, whereas the comparable period ended October
9, 1999, does not. Keebler's operating results for the forty weeks ended October
7, 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 forty weeks ended October 9, 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 forty weeks ended October 7, 2000 and October 9, 1999 are set forth below:

<TABLE>
<CAPTION>

                                                              Twelve Weeks Ended                     Forty Weeks Ended
                                                    -------------------------------------- ------------------------------------
                                                      October 7, 2000     October 9, 1999   October 7, 2000    October 9, 1999
                                                    ------------------ ------------------- ----------------- ------------------
<S>                                                 <C>                <C>                 <C>               <C>
 NET SALES.........................................        100.0%              100.0%            100.0%            100.0%
 Cost of sales.....................................         39.6                42.4              41.2              43.7
 Selling, marketing and administrative expenses....         47.0                46.2              46.6              46.3
 Restructuring and impairment charge...............            -                   -                 -               3.4
 INCOME FROM OPERATIONS............................         11.8                10.2              11.2               5.5
 Interest Expense, net.............................          1.6                 1.1               1.6               1.4
 NET INCOME........................................          6.4%                5.2%              5.8%              2.1%
</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 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                          Forty Weeks Ended
                                      ------------------------------------------ -----------------------------------------
                                          October 7, 2000       October 9, 1999      October 7, 2000      October 9, 1999
                                      --------------------- -------------------- -------------------- --------------------
($ IN MILLIONS)                            $          %         $          %         $          %          $         %
                                      ---------- ---------- --------- ---------- --------- ---------- ---------- ---------
<S>                                   <C>        <C>        <C>       <C>        <C>       <C>        <C>        <C>
 NET SALES...........................   $ 512.4              $ 479.6             $1,597.6              $1,533.5

 PROFIT CONTRIBUTION.................   $  92.9      18.1%   $  83.4      17.4%  $  264.3      16.5%   $  240.9     15.7%

</TABLE>

    Net sales in the Branded segment for the twelve weeks ended October 7, 2000
grew 6.8% over the year-earlier quarter to $512.4 million and year-to-date net
revenues of $1,597.6 million exceeded the comparable period of 1999 by 4.2%. The
acquisition of Austin accounted for $37.4 million and $92.6 million of the total
increase in net sales for the twelve and forty weeks ended October 7, 2000,
respectively. Also impacting comparisons for the third quarter and year-to-date
period was the sale of the value brands business, which contributed $8.1 million
and $34.3 million of revenues for the twelve and forty weeks ended October 9,
1999, respectively. Excluding the effect of current year Austin revenues and net
sales recorded by the value brands business in the prior year, net sales for the
quarter and year-to-date period ended October 7, 2000 grew $3.5 million and $5.7
million, respectively, as compared to the similar periods of the previous year.
Growth in the current quarter was driven by volume gains in core Keebler brand
cookie and cracker products, sales of new products and distribution points added
in the national rollout of FAMOUS AMOS and MURRAY SUGAR FREE. New products in
the current quarter included the rollout of the SESAME STREET line. These
revenue gains versus the prior year quarter were partially offset by declines in
secondary cookie brands, which were limited by competitive activity. For the
forty weeks ended October 7, 2000, the primary drivers of the net sales growth
as compared to the prior year included new product introductions, greater
distribution of FAMOUS AMOS and MURRAY SUGAR FREE cookies, and retail business
outside supermarkets, including mass merchandisers and convenience channels. New
products contributing to the overall growth for the year were SESAME STREET
cookies and crackers, also HARVEST BAKERY, WHEATABLES SNACK MIX and SNAX STIX.
Revenue growth for the year was constrained by competitive activity and the
impact of product culls on certain secondary brand products.

    For the twelve and forty weeks ended October 7, 2000, profit contribution in
the Branded segment was $92.9 million, or 18.1% of net sales, and $264.3
million, or 16.5% of net sales, respectively. The increase in profit
contribution for both the third quarter and year-to-date was attributed to a
higher gross margin achieved on KEEBLER and CHEEZ-IT core products and
incremental Austin sales volume, combined with productivity enhancements and
cost savings at our bakeries. Higher gross margins were the result of a
favorable sales mix, which included increased revenues from higher margin core
products. Cost savings were achieved through favorable commodity and packaging
costs as well as capital programs to improve efficiency and increase capacity.
Partially offsetting these gains were volume declines, primarily due to the loss
of the value brands business. Higher marketing expenses, due to increased
support behind the SESAME STREET launch, also partly offset the increase in
profit contribution.

                                     13
<PAGE>

    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                          Forty Weeks Ended
                                      ------------------------------------------ -----------------------------------------
                                        October 7, 2000       October 9, 1999      October 7, 2000      October 9, 1999
                                      --------------------- -------------------- -------------------- --------------------
 ($ IN MILLIONS)                           $          %         $          %         $          %          $         %
                                      ---------- ---------- --------- ---------- --------- ---------- ---------- ---------
<S>                                   <C>        <C>        <C>       <C>        <C>       <C>        <C>        <C>
 NET SALES..........................    $ 129.8              $ 136.2              $ 514.1               $ 522.2

 PROFIT CONTRIBUTION................    $  23.0      17.7%   $  17.8      13.1%   $ 103.4      20.1%    $  90.2     17.3%

</TABLE>

    The Specialty segment recorded net sales of $129.8 million and $514.1
million for the respective quarter and year-to-date ended October 7, 2000.
Revenues for the twelve and forty weeks ended October 7, 2000 fell short of the
comparable periods of a year ago by $6.4 million and $8.1 million, respectively.
Volume declines of custom-baked products for other marketers of branded
products, as well as on-going losses experienced in the private label industry
drove the majority of the unfavorability in the Specialty segment. Overall sales
shortages were partially offset by revenue growth in the foodservice market,
which was mainly due to continued growth in specialty crackers, and increased
sales of both Grab 'n Go products and ice cream cones. The inclusion of Austin
contributed incremental sales of $8.8 million and $17.3 million, or 6.8% and
3.4%, as a percent of net sales, to the respective twelve and forty week
periods.

    Profit contribution for the Specialty segment of $23.0 million and $103.4
million finished the twelve and forty weeks ended October 7, 2000, $5.3 million
and $13.3 million ahead of the comparable periods of the prior year. Excluding
Austin, Keebler's profit contribution closed 4.6 and 3.0 percentage points, as a
percentage of net sales, higher than the same twelve and forty week periods of
last year, respectively. The primary contributor to the favorable profit
contribution was a focus shift to higher margin products, which also carry a
lower cost of goods sold in dollars spent, as well as a percentage of net sales.
Additional improvements were also noted by the introduction of more efficient
cost saving programs.

    COST OF SALES

    Cost of sales for the twelve weeks ended October 7, 2000, was $254.2
million, or 39.6% of net sales, compared to $261.2 million, or 42.4% of net
sales, in the comparable quarter of the prior year. Year-to-date cost of sales
for the forty weeks ended October 7, 2000 was $871.0 million, or 41.2% of net
sales, versus $899.3 million, or 43.7% of net sales, for the year-earlier
period. Before including the sale of Austin products, cost of sales, as a
percentage of net sales, was 38.8% and 40.3% for the twelve and forty weeks
ended October 7, 2000, respectively. Cost of sales in both the third quarter and
year-to-date periods benefited from savings generated from productivity and
efficiency initiatives as well as other cost reduction programs. Favorable raw
material prices continued to benefit the quarter, as has been trended throughout
the forty weeks ended October 7, 2000. Reduced sales of contract packaged
products, and private label and value products also contributed to lower cost of
sales. In addition, cost of sales improvements can be attributed to a favorable
shift in the overall business mix to both higher margin products and channels of
distribution. These aforementioned factors more than offset the increase to cost
of sales resulting from the inclusion of Austin subsequent to its acquisition.

    SELLING, MARKETING AND ADMINISTRATIVE EXPENSES

    Selling, marketing and administrative expenses for the twelve and forty
weeks ended October 7, 2000 totaled $301.8 million and $984.0 million,
respectively. This contributed to a $17.4 million and $31.9 million increase
over the respective quarter and year-to-date periods of a year ago. Higher
selling, marketing and administrative expenses were mainly due to the inclusion
of Austin activity. Excluding Austin, selling, marketing and administrative
expenses finished 3.1 and 1.5 percentage points, as a percentage of net sales,
higher than the comparable quarter and year-to-date periods of last year,
respectively. Marketing spending was up slightly due to additional support for
the launch of the Sesame Street product line. Increased selling and distribution

                                       14
<PAGE>
expense was due to transition expenses related to the conversion costs of
certain non-core independent distributor routes acquired in the President
acquisition into Keebler's direct store door delivery system and also higher
fuel costs.

    OTHER

    Other expense for the quarter and year-to-date ended October 7, 2000 was
$10.6 million and $20.8 million, respectively. For the twelve weeks ended
October 7, 2000, other expense exceeded the comparable period of last year by
$3.3 million. The 45.5% increase was primarily driven by higher amortization
resulting from intangibles recorded in the Austin acquisition, and on entering
into a licensing agreement for the right to market cookies and crackers under
the Sesame Street name. Also contributing to the increased expense were higher
costs related to the Receivables Purchase Agreement and increased bank fees.
Other expense finished the forty weeks ended October 7, 2000, by $1.2 million
favorable to the same period of a year ago. The primary contributor to the 5.6%
improvement were the pre-tax gains totaling $7.7 million realized in the sale of
the value brands business and recognition of the sale of the Sayreville
manufacturing facility. These gains more than offset increased expense for
amortization, costs of the receivables securitization, and higher bank fees.

    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 October 7,
2000, $3.2 million remained for plant and facility closing costs and severance
accruals and $0.1 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 forty weeks ended October 7, 2000, if the prior year
impairments had not been recognized, was approximately $4.2 million.

    INTEREST EXPENSE, NET

    For the quarter and year-to-date ended October 7, 2000, net interest expense
of $10.1 million and $34.2 million, respectively, exceeded the comparable
periods of last year by $3.0 million and $5.7 million. The respective 41.6% and
20.0% increases of expense for the twelve and forty-week periods were primarily
related to the incremental debt incurred during the first quarter of 2000 in
order to finance the Austin acquisition. Outstanding debt at October 7, 2000,
was $123.9 million higher than the amount outstanding at October 9, 1999. Also
contributing to the additional expense over last year was an increase in the
weighted average interest rate versus the same periods of a year ago.

   INCOME TAX EXPENSE

    Income tax expense of $24.6 million and $80.8 million for the respective
twelve and forty weeks ended October 7, 2000, increased over the same periods of
last year by $0.9 million and $39.6 million, respectively. Higher taxable
earnings primarily resulted in the higher income tax expense. A lower effective
tax rate of 39.8% versus 42.5% in 1999 partially offset the higher earnings
impact. The effective tax rate declined due to increased earnings, 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, and a satisfactory resolution of certain income tax contingencies.
Partially offsetting the reduction in the effective tax rate was the increase in
intangible 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 the
Sunshine, President and Austin acquisitions.

                                       15
<PAGE>
   NET INCOME

    Net income for the quarter ended October 7, 2000 was $41.0 million or $8.8
million higher than the comparable twelve weeks of last year. Net income for the
forty weeks ended October 7, 2000 of $121.9 million surpassed prior year results
by $78.5 million. On a year-to-date basis and before considering the effects of
restructuring and impairment adjustments, net income finished $32.8 million
greater than prior year earnings. The growth in net income over the comparable
twelve and forty-week periods of last year was primarily driven by the strength
of sales growth in our core branded business and margin expansion through both
the successful integration of the Austin acquisition into the Keebler business,
and the benefits from productivity and cost reduction programs.


 LIQUIDITY AND CAPITAL RESOURCES

    For the forty weeks ended October 7, 2000, cash provided from operating
activities totaled $174.8 million. Year-to-date net earnings of $121.9 million
combined with a $10.9 million decrease in trade accounts and notes receivable,
were the primary drivers of the positive cash flow. The reduced receivable
balance was due to improved cash collections as compared to the prior year in
addition to higher utilization of off-balance sheet financing. Also contributing
to the cash flow was the $18.9 million tax benefit on stock options exercised.
Partly offsetting these positive cash resources were lower trade accounts
payable and other current liabilities of $17.3 million due to disbursement
timing and spending of $17.6 million for plant and facility closing costs and
severance.

    Cash used by investing activities for the year totaled $291.4 million, with
$253.8 million, net of cash acquired, used to fund the acquisition of Austin
during the first quarter. Other investing activities included the $10.0 million
purchase of a Sesame Street license agreement. Year-to-date capital spending of
$53.2 million was used to enhance, upgrade and automate the existing production
and distribution facilities as part of capacity improvements and cost reduction
programs. Slightly offsetting these uses of cash were proceeds of $25.6 million
received from disposals of assets. The sale of the value brands business and the
sale of the Sayreville facility combined for $24.5 million of the proceeds
received during the year.

    Financing activities during the first forty weeks of 2000 provided $116.3
million of cash. The increase mainly resulted from proceeds from borrowings of
long-term debt under the Revolving facility in connection with the acquisition
of Austin. Also contributing to the cash flow from financing activities during
the year was $13.0 million of incremental proceeds from the sale of accounts
receivable under the Receivables Purchase Agreement and $5.9 million of cash
generated from the exercise of employee stock options. Offsetting these positive
cash flows were scheduled debt repayments of $34.2 million, dividend payments of
$28.5 million and common stock purchases into treasury totaling $10.0 million.

    As of October 7, 2000, cash and cash equivalents were $20.5 million and
total debt outstanding was $596.8 million, of which current maturities were
$50.7 million. Available borrowings under Keebler's Revolving facility were
$350.0 million, of which $170.0 million was outstanding at October 7, 2000. All
financial covenants contained in the financing agreements have been met by
Keebler. 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 May 2000, the Emerging Issues Task Force (EITF) of the Financial
Accounting Standards Board reached consensus on Issue No. 00-14 "Accounting for
Certain Sales Incentives". This Issue addresses the recognition, measurement,
and income statement classification of sales incentives offered by vendors
(including manufacturers) that have the effect of reducing the price of a
product or service to a customer at the point of sale. For cash sales incentives
within the scope of this Issue, costs are generally recognized at the date on
which the related revenue is recorded and is to be classified as a reduction of
revenue. The effect of adoption resulting from changes in classification will
require restatement of prior year financial statements. EITF 00-14 is expected
to impact how the Company classifies certain marketing costs. Management is
currently assessing the impact of this guidance.

                                       16
<PAGE>
    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.

    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 October 7, 2000, with a notional amount of $316.5 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 $.1 million at
October 7, 2000 would not be significantly impacted.

                                       17
<PAGE>

PART II:  OTHER INFORMATION

    ITEM 6:  EXHIBITS AND REPORTS ON FORM 8-K

         (a)      Exhibits

                  Exhibit
                  NUMBER            DESCRIPTION
                  -------           -----------
                    27              Financial Data Schedule














                                       18
<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:  November 17, 2000


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

                  Date:  November 17, 2000


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

                  Date:  November 17, 2000




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