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General Mills has joined forces with health and fitness group Curves International to launch a weight management brand and four new products under the Curves name.
The new products are Curves Chewy Granola bars and Curves cereal, both of which will be sold in two flavors. The granola bars will launch this spring and the cereal will launch in the summer.
The new Curves-branded weight management product line is part of a long-term partnership in consumer foods that gives General Mills broad, exclusive promotional rights to several key food categories, from licensed products to consumer promotion activity. The integrated launch of the new product line will be supported by various promotional and communication vehicles including website activation, media and print, as well as the nearly 8,000 Curves locations across America.
"We're very excited about this partnership because it perfectly underscores our commitment to making consumers' lives healthier and easier," said John Haugen, vice president of health and wellness for General Mills. "Our new line of products connects Curves' women and fitness-inspired equity with General Mills' health and wellness-focused innovation."
General Mills' portfolio of brands includes Betty Crocker, Pillsbury, Green Giant, Haagen-Dazs, Old El Paso and more.