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Press release from Business Wire

General Mills Pilots Hispanic Online Sampling Effort to Reach Consumers with New Product Sneak Preview

Wednesday, December 14, 2011

General Mills Pilots Hispanic Online Sampling Effort to Reach Consumers with New Product Sneak Preview16:45 EST Wednesday, December 14, 2011 MINNEAPOLIS (Business Wire) -- This morning, QueRicaVida.com™ members discovered a special offer for General Mills product samples in their email in-box. The Hispanic lifestyle website that caters to more than 300,000 registered members announced via email an exclusive deal featuring eight new products--from breakfast cereals to fruit snacks to handy dinner kits--bundled into a try-before-you-can-buy offer. For $18, Qué Rica Vida will ship to consumers' doors a sampling of General Mills products before they're available on shelf, a $30 value. Plus they will receive $8 in coupon savings to purchase them at their local store. “We're thrilled to present a valuable offer to our family of Qué Rica Vida members through a fantastic sampling initiative,” explained Rodolfo Rodriguez, director of multicultural marketing for General Mills. “Members can be the first to taste test the new products at home and enjoy them with family and friends; then in January, they'll start seeing them at the market. This value-driven approach enables us to reach Qué Rica Vida members in yet another very meaningful and innovative way. It is a first for the company as we continue to develop engaging strategies that embrace our Hispanic consumers.” The box of General Mills foods features seven full-size retail packages and a single-size Betty Crocker® Fruit Roll-Ups® Quiz Rolls. All products begin shipping to retail and grocery store locations later this month and into January 2012: Dulce de Leche Cheerios® (12 oz) Frosted Toast Crunch® (12.3 oz) Hamburger Helper® Ultimate Beef Stroganoff (5.5 oz) Hamburger Helper® Cheesy Italian Beef (5.1 oz) Multi-Grain Cheerios® Peanut Butter (11.3 oz) Ocean Spray® Berries & Cherries (8 oz) Ocean Spray® Assorted Fruit (8 oz) Betty Crocker® Fruit Roll-Ups® Quiz Rolls Strawberry Twist & Punch Berry (single 5 oz pouch) Rodriguez notes the breakthrough online sampling pilot is an important part of the company's strategy to showcase its popular brands given that a majority of online growth is fueled by Latinas. For the last five years, QueRicaVida.com has become a major hub of relevant, go-to information for Hispanic consumers, particularly Latina moms. When they register at the website, consumers receive coupons, exclusive member benefits and have quick access to a variety of helpful day-to-day information. “QueRicaVida.com is expanding quickly in the digital space, and we're working hard to offer fresh, relevant content and resources to our members,” Rodriguez said. “We can build stronger brand engagement with Hispanics by showcasing value – whether that is an exclusive value-add sampling offer or a series of quick family recipes to quell the dinner hour dilemma.” Unlike some email offers orchestrated by larger online coupon companies, the Qué Rica Vida sampling bundle is managed by General Mills and is only available to members registered as of December 13, 2011 on QueRicaVida.com. As part of this campaign, 1,500 sample offers are available while supplies last. About Qué Rica Vida Now in its fifth year, the Qué Rica Vida initiative is an important resource designed to provide Latina moms with culturally relevant lifestyle information and expert advice on Education, Holiday Occasions, Health & Wellness and Family--issues of great importance to Hispanic families in America. The program was developed by General Mills to help the Hispanic mother succeed in creating a healthier, easier, richer life for her and her family. The cornerstone of the Qué Rica Vida initiative is its free quarterly lifestyle magazine and website of the same name, www.QueRicaVida.com About General Mills General Mills is one of the world's leading food companies, operating in more than 100 countries. Its consumer brands include Cheerios®, Häagen-Dazs®, Nature Valley®, Yoplait®, Betty Crocker®, Pillsbury®, Green Giant®, Progresso® and Old El Paso®. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2011 net sales of US$14.9 billion. Ocean Spray is a registered trademark of Ocean Spray Cranberries, Inc. General MillsPamela Diaz, 763-293-1095Pamela.Diaz@genmills.com