US food company General Mills is launching a new weight management programme aimed at helping customers to lose weight while maintaining a balanced diet.
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The company described “Brand New You” as a no-cost weight management programme that incorporates foods already found in most pantries, as well as foods that can be found in virtually every aisle of the grocery store. The initiative, based on a successful employee health programme, encourages a balanced diet and active lifestyle.
“With the typical New Year’s resolutions to lose weight, come complex diet plans and fad diets that either restrict certain food groups, cost too much money, or take too much time – causing Americans to quickly lose sight of their good intentions for the New Year,” said Timothy Crimmins, General Mills’ vice president of health, safety and environment.
Customers sign up via a website and then, based on height, weight, age, gender and activity level, the programme devises a customised ten-week meal plan designed to help people lose one pound per week.
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By GlobalData
