General Mills and Disney Bring the Magic of Disney Cereals to the Supermarket

New Line of Disney Branded Cereals

12/14/2006 - General Mills and Disney are launching a new line of breakfast cereals at an everyday suggested retail price of $1.99. Offering whole grains and a good source of Vitamin D and Calcium, the new line meets Disney’s recently announced food guidelines for ready-to-eat cereals.

“We are excited about this new launch,” says Kymm Pollack, Marketing Director of General Mills’ Big G cereal division. “This new cereal line leverages strong Disney equities that need no introduction while delivering everyday value at very attractive, competitive price points. They are high-quality cereals with a strong nutrition profile that parents will appreciate and popular Disney characters that kids will love.”

“This new line of Disney branded cereals reinforces our direction of broadening our business offerings at price points that all families can enjoy,” said Lance Gatewood, vice president of food, health and beauty for Disney Consumer Products, North America. “Importantly, General Mills has ensured that the new cereals meet Disney’s food guidelines.”

The new line will feature three leading Disney properties: Disney’s Mickey Mouse Clubhouse, Disney Princess and Disney’s Little Einsteins. They are the first Disney branded ready-to-eat cereal products to launch since Disney announced its food guidelines in October.

The new cereals ranging from 9.9 oz. to 11.6 oz. will appear nationally in grocery, in January at a suggested retail price of $1.99.

About General Mills
General Mills, with annual net sales of $12.5 billion, is a leading global manufacturer and marketer of consumer foods products. Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant, Häagen-Dazs, Old El Paso and more. It also has more than 100 U.S. consumer brands, more than 30 of which generate annual retail sales in excess of $100 million. General Mills is also a leading supplier of baking and other food products to the foodservice and commercial baking industries.

About Disney Consumer Products
Disney Consumer Products (DCP) is the business segment of The Walt Disney Company (NYSE: DIS) that extends the Disney brand to merchandise ranging from apparel, toys, home décor and books to interactive games, food and beverages, stationery, electronics and animation art. This is accomplished through the work of DCP’s various lines of business: Disney Toys, Disney Softlines, Disney Home, Disney Food, Health & Beauty, Disney Stationery, Disney Publishing, Buena Vista Games, Baby Einstein, the Muppets Holding Company and Disney Shopping, Inc.’s catalog and disneyshopping.com. The Disney Store, which debuted in 1987, also falls under DCP, through stores currently owned and operated by unaffiliated third parties under licensing agreements in North America and Japan, and wholly owned stores in Europe. For more information about DCP, please visit our web site at www.disneyconsumerproducts.com.

Contact Information

Heidi Geller

General Mills

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