cutting an average of 19 percent off the price of major brands. Kellogg, with $7 billion in sales last year, markets its products in 160 nations and has plants in 20. So the reductions will offer many millions of consumers a big savings.

The cuts come mainly in response to consumer demands. But they're also a result of two years of cost-cutting, which includedthe elimination of 1,200 jobs in 1995.

Kellogg's move follows price slashing by competitors, especially Post and Nabisco brands. After rivals cut cereal prices in April, Kellogg's market share fell three percentage points. The aim of Kellogg's June 10 price cuts was to regain market share.

*** Ice cream's quirky duo Ben Cohen and Jerry Greenfield handed out "super fudge chunk'' and other tongue twisters to a continental European audience on Tuesday.

Eighteen years after scooping their first cone in a former gas station in Vermont, their firm, Ben & Jerry's, is taking on arch rival Haagen Dazs, owned by Grand Metropolitan, on the European continent.

But they say they will do it on their own terms: no advertising, slow growth and by giving part of revenues back to the community.

"We start small and create a relationship with our customers over time. It's long term, slow growth,'' Greenfield, dressed in his typical "business'' suit of a brightly-colored T-shirt and jeans, told Reuters in an interview.

Ben & Jerry's two founders feel they have found the right mix of business and philanthropy in the Netherlands.

A Benelux company set up by Dutch former computer-magnate Eckart Wintzen will distribute the ice-cream through hundreds of specialty stores and proprietary "scoop shops,'' and civil rights organisation Human Rights Watch will share in the profits.

*** SnackWell's is on a roll. The company always seems to have another introduction or two. Among the latest are toaster pastries and granola bars.

The pastries are available in apple cinnamon, blueberry, fudge and strawberry.

Each pastry has only one gram of fat.

But they may not be suitable for breakfast, or a snack, because they are relatively low in nutrients and high in sugar (21 grams) and calories (170). A bagel and fruit would be better from a nutrition viewpoint. The price for a box of six was $1.89.

The same might be said for the granola bars, which also taste better. They offer even less nutritionally but have less sugar (14 grams) and fewer calories (110). The fudge-dipped variety, at least, seemed more filling than the pastries. The bars also come in oatmeal raisin and "original'' flavours.

*** MooKooler is the latest gimmick to entice kids to drink milk. It just might work. The cute name and crazy-looking cow on the bottles of flavoured milk are sure to be a draw. Plus, the flavours are good.

Even an adult would enjoy the Orangeslide, which tastes like a melted Creamsicle, or the Chocobooma, which gives a chocolate fudge fix. Other flavors are Chocokool (chocolate mint) and Vanillazilla (vanilla.) Risotto from a mix Risotto can't get much easier than Contadina's mix: add water and simmer 15 to 20 minutes, no stirring required.

The Milanese variety, which means "with saffron,'' has a a saffron taste.

While not as good or creamy as freshly made "scratch'' risotto, the product was acceptable.

The 6.2-ounce pouch, which serves three, costs $1.89 in the US. Other varieties are available -- a porcini mushroom risotto sells for $2.59 (wild mushrooms are pricey).

*** Two Spanish doctors said this week they have discovered a revolutionary new way of detecting high cholesterol which could save hundreds of lives and make diagnosis possible on the Internet.

Blood tests would become a thing of the past if other scientists confirm their finding that sustained high blood cholesterol levels can be detected in the nerve links between the brain and the eyes.

Antonio Alcala and Jose Maria Lopez have developed a computerised eye test which gives a personalised analysis of the patient's risk of heart disease, Alcala said.

"The test is based on 21 numerical variables and therefore is very reliable,'' Alcala said. "It can determine whether a patient's risk of heart disease is low, medium or high.'' The analysis is performed by an ophtalmologist who feeds the data into the computer program. "An American can get the test done by an ophtalmologist and feed the data into the program on the Internet,'' Alcala said.