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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

) as well as The Biggest Loser Meal Plan, and New York Times best-selling books, cookbooks and DVDs. The show provides the perfect platform to raise awareness of this important problem and inspire action. The Challenge will be actively integrated into the show, and viewers will get updates on the Pound For Pound Challenge throughout the entire season.

"Our show inspires so many people to commit to a healthier lifestyle, and we're excited that motivation will help secure millions of pounds of groceries for local food banks," said Bob Harper, trainer, NBC's The Biggest Loser. "Starting January 6, viewers will watch as the show's contestants also commit to their own health, and throughout the season viewers will learn how their own weight loss efforts are helping provide millions of pounds of groceries for others."

Food banks across the nation are facing unprecedented demand for food, and help is needed to keep this crisis from worsening. Becoming a part of the hunger crisis solution, however, is easy to do with the Pound For Pound Challenge.

To join the Challenge or contribute directly to Feeding America, visit www.PFPChallenge.com or www.biggestloser.com.

The Pound For Pound Challenge is a large-scale cause marketing program amplified by its partnership with NBC's The Biggest Loser. It is arguably one of television's largest advertiser-funded charitable integrations to date and was conceived by Reveille and General Mills.

About General Mills

One of the world's leading food companies, General Mills operates in over 100 countries and markets more than 100 consumer brands, including Cheerios, Haagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Progresso, Cascadian Farm, Muir Glen, and more. Headquartered in '/>"/>

SOURCE General Mills
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