Blog: Brand New You

Catherine Sleep | 23 December 2004

US food company General Mills is launching a new weight management programme aimed at helping customers to lose weight while maintaining a balanced diet.

The good thing about it is that it encourages people to lose weight gradually – at a rate of one pound per week. The other promising aspect is that it is based on a successful employee health programme, so it’s been tried and tested by at least 500 General Mills staff members. (The not so great thing is that it has a cheesy name - Brand New You - but never mind, one can’t have it all.)

In my head I can already see the winning smiles of newly slim General Mills employees featuring in TV commercials, the before and after photos and the heart-warming stories of how weight loss changed their lives. Cynicism aside, using employees to market products and services is a good idea as slimmers are likely to be inspired by ‘real life’ stories.

General Mills says its diet plans will recommend its own products as well as some it does not make. It will be interesting to see the mix; if every meal is centred primarily on General Mills products, people will soon get sceptical.

General Mills launches weight management programme


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