General Mills Canada

General Mills Canada

May 31, 2005 09:08 ET

General Mills Announces All Cereals To Be Made With Whole Grain

Attention: Assignment Editor, Food/Beverage Editor, Lifestyle Editor TORONTO, ONTARIO--(CCNMatthews - May 31, 2005) - ATTENTION: TELEVISION NEWS DIRECTORS, HEALTH, LIFESTYLE REPORTERS

VIDEO NEWS B-ROLL - SATELLITE TRANSMISSION
GENERAL MILLS ANNOUNCES ALL CEREALS TO BE
MADE WITH WHOLE GRAIN

This B-Roll is distributed by NewsReach for your free and unrestricted news use.

DATE OF FEED: Tuesday May 31, 2005

TIME OF FEED: 14:00 - 14:30 ET (2:00 -2:30 pm)

COORDINATES: ANIK F2, C-Band, Transponder 5B, Audio Channels 6.8 & 6.2. Toronto stations have been granted a PEGAD at the Toronto TOC on Dome Transmit 1, DPA 18.
STORY SUMMARY:

Whole grains, like fruits and vegetables, lower the risk of heart disease and developing certain types of cancer, and help maintain a healthy body weight. Health Canada's Food Guide for Healthy Eating recommends five to 12 servings of grains per day and emphasizes whole grain choices.

General Mills Canada, maker of Cheerios and other cereal brands, is providing Canadians with a quick and easy way to increase their daily intake of whole grains, starting with breakfast. Now, all General Mills breakfast cereals are made with whole grain.

BULLETS:

According to a recent Ipsos-Reid survey conducted on behalf of General Mills Canada:
• 7 out of 10 Canadians report not getting enough whole grain
• 93% Canadians think it's important to get enough whole grain foods in their daily diet
• 73% can not correctly identify whole grain foods

FOOTAGE INCLUDES:
Interview clips with Sue Mah, MHSc, Registered Nutritionist and Nutrition Consultant, and Dale Storey, Vice-President, Marketing, General Mills Canada; street interviews. Additional footage includes family setting, crowd shots, packaging and product boxes, cereal aisle, whole grains, a whole grain graphic with descriptor, etc.

FOR ADDITIONAL INFORMATION:
Isabelle Vaillancourt, Optimum Public Relations
Tel (416) 934-8027 or isabelle.vaillancourt@cossette.com

TECHNICAL CONTACT - SATELLITE FEED:
Technical Coordinator, Tel: 416-341-2150
NEWSREACH CANADA:
Barry McQuillan
Tel: 416-487-5036 Cell: (416) 407-8463
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