US food group General Mills has joined forces with weight management and fitness franchise company Curves to launch a health food brand under the Curves name.

The new products, designed to aid weight loss if consumed alongside regular exercise, include Curves Chewy Granola bars in two flavours – chocolate peanut and strawberries and cream – and Curves cereal, also available in two flavours – whole grain crunch and honey crunch. The products will be available at grocery outlets and Curves franchises.

“We’re very excited about this partnership because it perfectly underscores our commitment to making consumers’ lives healthier and easier,” said John Haugen, vice president of health and wellness for General Mills. “Our new line of products connects Curves’ women and fitness-inspired equity with General Mills’ health and wellness-focused innovation. This winning combination can help women achieve their weight management goals.”

The launch will be supported by promotional activity, including website activation, media and print, as well as promotion at the nearly 8,000 Curves locations across America

The new Curves-branded weight management product line is part of a long-term partnership in consumer foods that gives General Mills exclusive promotional rights to several key categories under the Curves name.

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