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General Mills, NBC's The Biggest Loser and Feeding America Partner to Launch Pound For Pound Challenge
Date:1/5/2009

lenge.com/" target="_new">www.PFPChallenge.com and look for Pound For Pound lids and seals on specially-marked General Mills products. For each lid or seal mailed in, General Mills will donate 10 cents, enough to provide a pound of groceries, to Feeding America. General Mills brands carrying the lid or seal include Yoplait Light(R), Cheerios(R), Honey Nut Cheerios(R), MultiGrain Cheerios(R), Total(R), Fiber One(R) (Cereal, Bars, Muffin Mix, Pancake Mix, and Yogurt), Green Giant(R) Valley Fresh Steamers(TM), Chex Mix(R) 100 Calorie, Warm Delights(R) Minis, Bisquick(R) Heart Health(R), and Cascadian Farm(R) (Cereal and Bars).

Lids and seals will appear on select products for a limited time only, but shoppers have until December 31, 2009 to mail them. Between the donations for weight loss pledges and product lids and seals, General Mills hopes to contribute up to $775,000 to Feeding America during the Pound For Pound Challenge.

The Pound For Pound Challenge will make its national debut on January 6 during the season seven premiere of NBC's The Biggest Loser (8 p.m. EST), encouraging Americans to lose weight, improve themselves, and ultimately lead a healthier lifestyle.

"The Biggest Loser seeks to inspire people to make healthier lifestyle choices and now through the Pound For Pound Challenge, we're committed to tackling the serious hunger epidemic in the United States. By signing up Americans will not only be making a pledge to get healthy for themselves, but they will be providing food and, more importantly, hope for others," said Mark Koops, Managing Director of Reveille, the production company behind NBC's The Biggest Loser.

The Biggest Loser has become an established primetime hit for NBC. Since its debut in 2004, The Biggest Loser has grown to become a lifestyle brand, anchored by The Biggest Loser Club (www.biggestloserclub.com
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SOURCE General Mills
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