Game helps find whole grain, now the No. 1 ingredient in Big G cereals
January 10, 2012
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General Mills Corporate Communications |
General Mills has reformulated all of its Big G cereals so they contain more whole grain than any other single ingredient - and developed an online game to help people recognize whole grain products and possibly win a supply of cereal.
To help consumers identify products that have whole grain as the first ingredient, General Mills is unveiling an online educational game – Fast Lane for Whole Grain. Players have the option to enter a sweepstakes to win a year’s supply of Big G cereals.
The reformulation announcement is significant because 95 percent of Americans still aren't eating at least 48 grams of whole grain per day as recommended by the U.S. Dietary Guidelines.
“As a company, we always strive to improve the health and nutrition of our products while never compromising on taste,” says Big G President Jeff Harmening. “That’s why we’re proud to announce that, no matter which of our more than 50 cereals people choose, they can be assured they’re getting more whole grain than any other single ingredient, with the same great taste their family loves.”
Technical milestone
The multiyear reformulation represents a significant technical achievement, reinforcing the company's position as a leader in including whole grain in its cereals.
In connection with healthy living, going with whole grain has been linked to healthier body weights, and it may help reduce the risk of heart disease.
In 2005, General Mills converted its entire line of Big G cereals to include at least 8 grams of whole grain per serving. This was the single biggest health-driven product improvement in company history.
Today, all Big G cereals have at least 9 grams of whole grain per serving, and more than 20 have at least 16 grams.
