General Mills to Communicate Health and Wellness to Kids

Feb 6, 2007 3:00 AM

MINNEAPOLIS -- Beginning this summer, General Mills here will communicate child-focused messages of nutritional balance, portion control and physical activity via advertising, packaging and a new website, the company announced Thursday. The actions are part of the manufacturer‘s commitment to the Ad Council‘s Coalition for Healthy Children, according to General Mills. The coalition was initiated in 2005 to help combat childhood obesity by developing consistent, research-based messaging for marketers, media, government agencies, nonprofits, academics and the private sector. Beginning this summer, 500 million packages of products consumed by children 12 years or younger will feature the research-based messages. Next January, General Mills will expand its communication campaign to television advertising on programs for children 12 or younger, as well as in brand freestanding inserts targeting parents.