General Mills, NBC's The Biggest Loser and Feeding America Partner to Launch Pound For Pound... ( Initiative encourages Americans to lo...)

General Mills, NBC's The Biggest Loser and Feeding America Partner to Launch Pound For Pound Challenge

Date:1/5/2009

Initiative encourages Americans to lose weight, feed the hungry

MINNEAPOLIS, Jan. 5 /PRNewswire/ -- General Mills, NBC's The Biggest Loser and Feeding America today announced they are partnering to launch the Pound For Pound Challenge, an initiative that encourages Americans to lose weight and feed the hungry. For every pound dieters pledge to lose this new year, a pound of groceries will be delivered to a local food bank.

"More and more people need help getting food on the table in these troubling economic times, but the Pound For Pound Challenge is helping to meet the demand for donations in a big way," said Vicki B. Escarra, president and CEO, Feeding America. "By providing more food resources for Americans, individuals and families can spend their money on other equally important basic necessities like rent or mortgage, utilities and transportation."

While 130 million people are overweight in the United States, 35 million Americans are at risk of hunger. The new Pound For Pound Challenge gives Americans the opportunity to fight the hunger crisis and help families in their neighborhoods by simply pledging to lose weight and get healthy. People can simply visit www.PFPChallenge.com or www.biggestloser.com and enter their weight loss goals to join the Challenge.

"General Mills has a long-standing commitment to nutrition and wellness, and we're thrilled to support a cause that will not only provide hunger relief but also encourage Americans to get healthier," said John Haugen, vice president, Health and Wellness at General Mills. "By joining the Challenge, Americans are helping themselves while helping the one in eight Americans who struggle with hunger."

In addition to pledging to lose weight, Americans can donate directly at

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