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Press release from Business Wire

A Closer Look At America's Sweetheart: Chocolate

<p class='bwalignc'> <i>New survey from Fiber One</i><sup>®</sup><i> 90 Calorie Brownies finds that chocolate takes precedence over other common cravings</i> </p>

Tuesday, September 04, 2012

A Closer Look At America's Sweetheart: Chocolate09:00 EDT Tuesday, September 04, 2012 MINNEAPOLIS (Business Wire) -- Although snacking trends change over time as options multiply, chocolate remains one of the nation's favorites. A new survey, conducted on behalf of Fiber One® 90 Calorie Brownies, revealed that an overwhelming majority of Americans are willing to place their love of chocolate over other things they enjoy and take pleasure in eating it when they're enjoying “me time.” It's clear that chocolate is still king. Americans' desire for chocolate not only fares well against other foods, but also tops other amusements. In fact, almost three in four (73 percent) of chocolate lovers imagine that giving up Facebook for a year would be a simpler task than 12 months without chocolate. When pitted against sex, nearly half (45 percent) of survey respondents would find it easier to refrain from sex than a hankering for chocolate. And when consumers were asked which of the foods he or she would be least willing to share with others, 43 percent selected chocolate – far more than any other snack. “Fiber One® 90 Calorie Brownies offer a way to have what you crave, even when you're watching your weight,” said Doug Martin, Marketing Manager for Fiber One. “They're delicious, 90 calories, portion-controlled and individually wrapped. Consumers tell us they enjoy them as an afternoon snack, in the evening as a relaxing treat, and anytime they have ‘brownies on the brain' but don't want to overindulge.” The brownies are now available in three flavors in the granola bar aisle of supermarkets nationwide: Chocolate Fudge, Chocolate Peanut Butter, and new Chocolate Chip Cookie. For more information and updates, like Fiber One on Facebook. About General MillsGeneral 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 2012 net sales of US$16.7 billion. Visit Fiber One® is a registered trademark of General Mills, Inc. About the SurveyThe Fiber One survey was conducted between July 12 and July 19, 2012 among 1,059 nationally representative Americans ages 18 and over, using an email invitation and an online survey. Quotas were set to ensure reliable and accurate representation of the entire U.S. population ages 18 and over. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. The margin of error for any subgroups will be slightly higher. On behalf of Fiber OneCassie D'Kae, 612-305-6351cassie.dkae@exponentpr.comorFiber OneLisa Tomassen,