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GENERAL MILLS TO LAUNCH BETTY CROCKER CEREAL

MINNEAPOLIS -- This fall, General Mills here will introduce a line of Betty Crocker brand ready-to-eat cereals.le." The line's initial two varieties are Betty Crocker Cinnamon Streusel and Betty Crocker Dutch Apple, both of which are low-fat and fortified with vitamins and minerals. The line is expected to be in stores by October, and additional varieties are currently in development the company said.The

MINNEAPOLIS -- This fall, General Mills here will introduce a line of Betty Crocker brand ready-to-eat cereals.

le." The line's initial two varieties are Betty Crocker Cinnamon Streusel and Betty Crocker Dutch Apple, both of which are low-fat and fortified with vitamins and minerals. The line is expected to be in stores by October, and additional varieties are currently in development the company said.

The cereals are packaged in 15-ounce boxes that will have an introductory price of $1.99 each.

General Mills said it will support the new Betty Crocker cereals with the largest advertising campaign in its history, estimated at $40 million by sources. The campaign will include television and radio in October, along with extensive couponing.

"One of the more interesting ways we will promote the cereal is to have the red Betty Crocker spoons arranged like little footprints on supermarket store floors leading to the cereal aisle," said General Mills spokesman Joe Rutledge.