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New General Mills’ Advertising Seeks To Reduce Shopper Confusion Over Whole Grains

February 2, 2011: 10:28 AM EST

As breakfast cereal maker General Mills labors to gain ground on market leader Kellogg Company, it is ramping up advertising, social media and in-store promotional efforts to educate consumers on the whole grain content of its product line. The new advertising campaign will “re-energize” its “whole grain message” to reduce consumer confusion, the company says. According to market research, shoppers know whole grains are healthier, but the vast majority – 95 percent by one tally – do not get the recommended 45 grams in their daily diet. Part of the problem is that consumers are often bewildered by ingredient labels touting whole grains versus enriched grains. And to make matters worse for cereal makers, almost half of consumers think bread is the main source of whole grains. 

Elizabeth Olson, "And Down This Aisle, Many Whole Grain Options", The New York Times, February 02, 2011, © The New York Times Company
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