General Mills part of promotion to help feed the hungry

by Eric Schroeder
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MINNEAPOLIS — General Mills, Inc., along with Feeding America and NBC’s "The Biggest Loser," have partnered with Second Harvest Heartland in a weight loss challenge designed to help consumers lose weight while raising funds for Second Harvest Heartland and more than 200 other food banks throughout the United States.

As part of the "Pound for Pound Challenge," General Mills has pledged to donate 10c to Second Harvest Heartland for every pound participating dieters in Minnesota and western Wisconsin pledge to lose in 2009. In addition to the weight loss challenge, General Mills will place Pound for Pound seals on specially marked products. For each seal mailed in, General Mills will donate 10c to Feeding America.

General Mills said it will contribute up to $775,000 to Feeding America during the Pound for Pound 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 of 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."

The Pound for Pound Challenge begins in January with the launch of season seven of "The Biggest Loser" and lasts until the season concludes in May.

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