General Mills is to plough GBP5.2m (US$10.2m) behind an advertising push for canned vegetable brand Green Giant in the UK.


The US-based group said consumers growing awareness of the importance of eating five portions of fruit and veg a day was driving the brand’s sales.


“Green Giant sweet corn has a key role in a healthy diet,” said General Mills UK marketing director Linda Hipkiss. “Sweet corn is one of the vegetables that kids actually enjoy eating.”


The company has relaunched the “Grow Up” TV advert that features two kids sitting at a kitchen table discussing the role of food in their lives and the notion that “you are what you eat”.