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"They're gr-r-reat!" is the line made famous by the mascot for Frosted Falkes, Now, Kellogg Company, based in Battle Creek, Mich., hopes the Spanish version - "Son r-r-ricos!" - will grow just as popular.

The cereal-maker for the first time is manufacturing its most popular cereal in the U.S. Hispanic market with bilingual packaging. The boxes are still blue and the furry advertising icon is still prominent. But across the top is emblazoned "Zucaritas," right above the traditional Frosted Flakes logo. Nutrition facts are printed in both English and Spanish.

The back of the box has Tony - named "Tono" in Spanish - riding a mountain bike, "Mountain bkiking is a fun and adventurous way to stay healthy," the text says before giving tips for mountain bking beginners. The information is printed in Spanish, too.

Kellogg's Corn Flakes also has bilingual version, and, like Frosted Falkes, is available in select U.S. cities, says Kenna Bridges, senior manager, communications at the Kellogg Company.

"There are two key factors in doing this," Bridges said, "Hispanics represent a very important target in terms of growth and sales.... Hispanics are 11 percent to 12 percent of the U.S. population. Eighty percent of Hispanics are concentrated in the top seven to eight cities. They are younger in age, and there are more members per family."

Secondly, Bridges said, Kellogg's wants to reach Hispanics "more effectively by communicating in their own language and in a more meaningful and relevant way to create more engagement with the Kellogg's brand and its products."

The Kellogg Company and competitor General Mills are neck and neck in market share for ready-to-eat cereal, according to the business information company Hoover's Online. Bridges said Kellogg, which also makes Froot Loops, Frosted Mini-Wheats and Corn Pops, leads the ready-to-eat category among the U.S. Hispanic market, with a 33 percent share.

Golden Valley, a Minn.-based General Mills last year unveiled a line of cereal that targets U.S. Hispanic consumers. The Para Su Familia - or For Your Family - line launched in Texas and New Mexico and consists of four cereals: Fruits, Frosted Corn Flakes, Cinnamon Corn Stars and Raisin Bran.

Bridges said U.S. Hispanics spend about $720 million a year on ready-to-eat cereal. Kellogg's annual sales, by comparison, are $6.8 billion.

Earlier this year, Kellogg launched its first TV commercial in six years specifically made for the U.S. Hispanic market. It's the first fully integrated Hispanic marketing effort in Kellogg's history, company officials said.

The Frosted Flakes spot, called "Supermar-r-r-ket," is airing on Spanish-language TV and radio nationwise.

"Kellogg has advertised in the Hispanic market for many years, but we've dubbed our general market advertising in the past," said Bridges. "This year we're creating a commercial that's more relevant and meaningful."