General Mills rolls out vitamins based on cereal brands

MINNEAPOLIS: General Mills is backing the roll-out of Wheaties and Total vitamins with a new website featuring three sports celebrities reminding people to take their vitamins daily.

MINNEAPOLIS: General Mills is backing the roll-out of Wheaties and Total vitamins with a new website featuring three sports celebrities reminding people to take their vitamins daily.

Vitaminreminders.com was backed up by a satellite media tour with one of the stars, former St. Louis Cardinal Ozzie Smith.

The tour, held the first week in March, garnered coverage for the new products in USA Today, by the Associated Press, and in a variety of local newspapers.

Other sports stars on the site are former US soccer player Brandi Chastain and NASCAR legend Richard Petty. Consumers can download daily reminders to take their vitamins featuring one of the stars.

"Research showed the number one reason people don't take their vitamins is they forget," said Greg Zimprich, senior PR manager for the Big G cereals group at General Mills.

General Mills is working with Alan Taylor Communications on the new vitamins. The agency, which does a variety of project work for General Mills, has five to eight people working on the account.

General Mills felt its Total and Wheaties brand cereals both carry health messages and so were logical brands to extend into vitamins, explained Zimprich.

"Between Wheaties and Total there's 120 years of experience in health and nutrition," Zimprich said. Wheaties was positioned as the cereal for athletes in training when it debuted in 1924. Total came on the scene 40 years ago touting its vitamin content.

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