General Mills has signed up to the Ad Council’s Coalition for Healthy Children and its message of nutritional balance, portion control and physical activity. In order to communicate this, the company will support the coalition through advertising, packaging and the Internet.
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“General Mills has always been a leader, innovating to make people’s lives healthier, and we want to be part of the solution to this issue,” said Marc Belton, executive vice president, Worldwide Health, Brand and New Business Development for General Mills. “This initiative is an important step forward. As a charter supporter, we’re going to apply our skills and talents to addressing this key issue, and we are excited to make this commitment today.”
Starting this summer, 500m packages on products aimed at children under 12 will feature the Coalition for Healthy Children’s research-based messages. A new website designed for children will also promote healthy lifestyles. In January 2008, General Mills will extend its communication to television advertising on programs for the under 12s as well as in brand Free-Standing Inserts (FSIs) targeting parents.
The Ad Council’s Coalition for Healthy Children was created in 2005 to help combat childhood obesity by developing consistent, research-based messaging for marketers, media, government agencies, non-profits, academics and the private sector.
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