Stir together flour, soda and salt. Set aside.
In large mixing bowl, combine KELLOGG'S ALL-BRAN cereal and milk. Let stand about 2 minutes or until cereal softens. Add egg, molasses and shortening. Beat well. Stir in raisins. Add flour mixture, stirring only until combined.
Mix together sugar, orange peel and orange juice. Pour into 8 1/4-inch ring mold coated with cooking spray. Spread batter evenly over mixture.
Bake at 375° F about 30 minutes or until wooden pick inserted near center comes out clean. Invert pan onto serving plate and let stand a few minutes before removing. Serve hot. NOTEAn 8 x 8 x 2-inch baking pan coated with cooking spray, may be used in place of ringmold.