General Mills in Hispanic on-line sampling effort

by Eric Schroeder
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MINNEAPOLIS — General Mills, Inc. has launched an exclusive deal for its QueRicaVida.com members featuring the opportunity to sample eight new products, including three new breakfast cereals.

QueRicaVida.com is a Hispanic lifestyle web site that caters to more than 300,000 registered members.

As part of the deal, QueRicaVida.com members will be able to pay $18 for products that General Mills said retail for approximately $30. In addition to the products, the members will receive $8 in coupon savings to purchase the products once they become available at retail.

The box of General Mills foods features seven full-size retail packages and a single-size Betty Crocker Fruit Roll-Ups Quiz Rolls. All products begin shipping to retail and grocery store locations later this month and into January 2012. The products include:

•Dulce de Leche Cheerios (12 oz)
•Frosted Toast Crunch (12.3 oz)
•Hamburger Helper Ultimate Beef Stroganoff (5.5 oz)
•Hamburger Helper Cheesy Italian Beef (5.1 oz)
•Multi-Grain Cheerios Peanut Butter (11.3 oz)
•Ocean Spray Berries & Cherries (8 oz)
•Ocean Spray Assorted Fruit (8 oz)
•Betty Crocker Fruit Roll-Ups Quiz Rolls Strawberry Twist & Punch Berry (single 5-oz pouch)

Rodolfo Rodriguez, director of multicultural marketing for General Mills said the on-line sampling pilot is part of General Mills’ strategy to showcase its brands, particularly to the Latina audience.

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