General Mills launches weight loss products through partnership
Published:08-May-2007
By BR staff writer
US food manufacturer General Mills has joined forces with health and fitness group Curves International to launch a weight management brand and four new products under the Curves name.
The new products include Curves Chewy Granola bars and Curves cereal, both of which will be sold in two flavors. The granola bars will launch this spring and the cereal will launch in the summer.
According to its founders, the new Curves-branded weight management product line is part of a long-term partnership in consumer foods that gives General Mills broad, exclusive promotional rights to several key food categories, from licensed products to consumer promotion activity. The integrated launch of the new product line will be supported by various promotional and communication vehicles including website activation, media and print, as well as the nearly 8,000 Curves locations across America.
"We're very excited about this partnership because it perfectly underscores our commitment to making consumers' lives healthier and easier," said John Haugen, vice president of health and wellness for General Mills. "Our new line of products connects Curves' women and fitness-inspired equity with General Mills' health and wellness-focused innovation."
"We want to help women take the smart path to long-term weight management and believe that extending our brand to packaged food is a positive next step," added Gary Heavin, founder and CEO of Curves International. "The great new food products will be the first to carry the Curves name at grocery and retail, and we're thrilled to partner with packaged goods leader General Mills."
General Mills' current portfolio of brands includes Betty Crocker, Pillsbury, Green Giant, Haagen-Dazs, and Old El Paso and more.
