MINNEAPOLIS -- General Mills here has entered the organic-cereal market with its new Sunrise brand. The cereal shipped this month and will be aggressively promoted through the spring and summer, with the largest sampling program in the history of the company's cereal launches, according to Scott Lutz, vice president of New Enterprises at General Mills. The new cereal is a combination of organic wheat, corn and brown rice flavored with honey. Suggested retail price is $3.39 for a 12-ounce ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

WhyRegisterfor FREE?

Registering for content on Supermarket News will give youINSTANTaccess to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’sFREE, easy and quick. What are you waiting for!In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.

Click here to read the FAQ page if you have any questions (opens in a new window)

Attention Paid Print Subscribers: While you have already been grantedfreeaccess to SNwe ask that youregister now.We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.