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.
Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...
Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
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