07.01.07
General Mills, Minneapolis, MN, and Curves, Waco, TX, have partnered to launch a weight management brand and four new products under the Curves name. Offering a wide variety of nutritional benefits, like fiber to help curb hunger and whole grain to help manage weight, the products, along with exercise, are designed to help consumers continue their circuit to success by helping take weight off and keep it off. The line includes Curves Chewy Granola bars, which come in two varieties—Chocolate Peanut and Strawberries & Cream. The line also includes Curves cereal, which is available in Whole Grain Crunch and Honey Crunch versions. 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 encompassing everything 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 8000 Curves locations across America.