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Create a Brand New You in the New Year With Free, New Weight Management Program From General Mills; Based on Successful General Mills Employee Weight Management Program

Posted on: Tuesday, 21 December 2004, 09:00 CST

Today General Mills launched "Brand New You," a no-cost weight management program 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 program is easy to follow, offers great-tasting foods, and fits into any lifestyle. It's also tried and true. General Mills introduced a similar program for its employees in January 2004. The program helped employees lose a collective 2,990 pounds.

"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, M.D., General Mills vice president of Health, Safety and Environment. "Brand New You is based on the proven formula for losing weight, which is managing calories in and calories out through balance, moderation and exercise. The success our employees had with this program led us to offer it to consumers."

Modeled After Successful Employee Weight Management Program

More than 500 employees participated in the "10/10 Weight Loss Challenge" which was designed to help employees lose 10 pounds in 10 weeks, and many of them share their success stories online at www.brandnewyou.com.

"The 10/10 Challenge couldn't have come at a better time for me," said Mark Addicks, chief marketing officer for General Mills. "The program taught me new exercise and eating habits, and as a result, I lost 22 pounds in a little more than two months. I sustain my weight loss by working out daily and practicing portion control."

"The program was designed to last 10 weeks, based on the theory that it takes about eight to 10 weeks for people to make a behavioral change and about six weeks to see the benefits of a fitness regimen," said Crimmins. "A weight loss of one pound per week is a healthy and sustainable rate of weight reduction."

Brand New You Online

This practical weight management program, found at www.brandnewyou.com, provides consumers with customized menus developed by dieticians at General Mills' Bell Institute of Health & Nutrition and the Betty Crocker Kitchens. The heart of the program is a balanced diet that includes grab-and-go snacks as well as easy, delicious recipes the whole family will enjoy. The site also includes coupons for General Mills products that are integrated into the plan, as well as exercise tips, strategies for eating smart, inspirational stories, healthy living tips, and tools for tracking progress.

To take the first step to a "Brand New You," consumers sign on at the brandnewyou.com Web site. Based on height, weight, age, gender and activity level, the program delivers a customized 10-week meal plan designed to help consumers lose one pound per week. The week-by-week printable plan includes nutritional information for all meals and snacks, as well as recipes. Sample meals include Spicy Asian Lettuce Wraps, Ultimate Melt in Your Mouth Pancakes and Grilled Chicken with Scalloped Potatoes.

General Mills is also providing a $500,000 strategic philanthropy fund for its retail customers to partner with non-profit organizations to support improving health and nutrition behaviors and to generate more awareness around the importance of health and fitness. To date, the General Mills Foundation has provided more than $4 million to schools and community groups for programs advancing youth nutrition and fitness through grants and its Champions Youth Nutrition and Fitness program, which is a partnership between the American Dietetic Association, The President's Challenge and the General Mills Foundation.

About General Mills' Bell Institute Of Health And Nutrition

The Bell Institute of Health & Nutrition was developed at General Mills as a part of the company's ongoing commitment to health and nutrition issues. Named for James Ford Bell, a General Mills president who firmly believed in the importance of science and innovation, the Bell Institute's mission is to drive the development of foods that help people to be healthy. The Bell Institute staff includes Ph.D. and master's level scientists and registered dietitians with backgrounds in nutrition science, public health, clinical nutrition and food science. Scientists within the Bell Institute of Health & Nutrition have contributed to research on whole grains, micronutrients and breakfast, and have published over 30 publications in peer-reviewed journals within the past five years.

About General Mills

Located in Golden Valley, Minn., General Mills is a leading global manufacturer and marketer of consumer foods products. Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant, Old El Paso and more. It also has more than 100 U.S. consumer brands including Cheerios, Wheaties and other Big G cereal brands; Yoplait and Colombo yogurts; Betty Crocker desserts and dinner mixes; Betty Crocker and Nature Valley snacks; Totino's frozen pizza and snacks; and Progresso ready-to-serve soups. General Mills is a leader in the bakeries and foodservice business as a major supplier of baking and other food products to the foodservice and commercial baking industries.

Source: Business Wire

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