21.   Shares of other cereal makers also rose.

22.   Shell recently hired a new diversity director from cereal maker General Mills.

23.   Since April, cereal makers have been cutting prices in a struggle to capture market share in an industry with sluggish growth.

24.   The cereal maker is expected to express confidence about continued earnings growth at its annual analysts meeting Friday.

25.   The cereal maker is trying to turn around its ailing American operations.

26.   The cereal maker says consumers could be confused by this and assume that Tony the Tiger, not the Exxon tiger, is promoting the products.

27.   The move could trigger similar increases from other cereal makers and signal and end to their expensive price war.

28.   The lack of volume growth in the U.S. has left cereal makers hard-pressed to deal with cost increases, especially packaging costs.

29.   The move could trigger similar increases from other cereal makers and signal an end to their expensive price war.

30.   The result, analysts say, is a zero-sum game where if one cereal maker does well, the others will suffer.