Attack of the whole grains, a General Mills original

General Mills is leveraging the recently announced 2010 Dietary Guidelines to push its nutrition positioning, long geared toward whole grains.

General Mills is leveraging the recently announced 2010 Dietary Guidelines to push its nutrition positioning, long associated with whole grains. On Tuesday, the company partnered with Nestle S.A. to open Cereal Partners Worldwide, a $50 million facility in Switzerland to drive innovation in the "nutrition, taste, and quality" of cereal.

It also issued a release showcasing its own research in association with research included in the guidelines.

Recent research from General Mills reveals 61 percent of Americans believe they get enough whole grain in their diet. In reality according to the Dietary Guidelines, less than 5 percent of Americans consume the minimum recommended amount of whole grain, which for many is about 3 servings (48 grams) per day.

Dietary Guideline Googlers can't even escape the brand and its whole grains. Type in "nutritional guidelines" or "dietary guidelines" and you'll find paid Google search ads featuring www.eatbetteramerica.com, the company's limited-branded microsite with educational information about nutrition. The ads link directly to another semi-branded microsite about whole grains

Though not necessarily new for the brand, or listed under "foods to increase" in the guidelines' "selected messages for consumers," the efforts show the opportunity that exists with, and the power of, brand equity.

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