The Honorary Real Trix Rabbit announces first "Rabbit Showdown" calling the furriest to compete
General Mills celebrates 90 percent of its cereal portfolio free from artificial flavors and colors from artificial sources with summer's most hare-raising competition
MINNEAPOLIS, July 20, 2016 /PRNewswire/ -- General Mills is celebrating real progress in the cereal aisle with 90 percent of the company's iconic cereal brands now free of artificial flavors and colors from artificial sources – just one year after announcing the commitment to remove these ingredients from the full cereal portfolio . To have some fun and celebrate, the honorary Real Trix Rabbit, is hosting the ultimate #RabbitShowdown this summer.
Renovated cereal recipes – including Trix, Reese's Puffs, Cocoa Puffs, Golden Grahams, Chocolate Cheerios, Frosted Cheerios, Fruity Cheerios, Cookie Crisp and more – are available in the cereal aisle at local retailers nationwide. Families can look at the front of the box to find the "No, No, No" label highlighting no high fructose corn syrup, no artificial flavors, and no colors from artificial sources.
From real progress to real rabbits, cereal loving human pet parents are invited to capture and submit videos of their furry friends (pets of all kinds) taking part in athletic competitions like hopping the hurdles or the 100 centimeter dash at www.RabbitShowdown.com. Fans can also scope out the cute competition by following #RabbitShowdown between July 18 and Aug. 19, 2016.
In the end, the three pets that exhibit the most talent and determination will be crowned first, second and third in the #RabbitShowdown. Winners will enjoy bragging rights; a spotlight in the #RabbitShowdown highlights reel; and a cereal-ously fun prize pack complete with a one-of-a-kind commemorative cereal box featuring their beloved pet alongside General Mills' most iconic cereal mascots.
"After listening to our consumers, General Mills was the first cereal maker to announce its commitment to remove artificial flavors and colors from artificial sources. We are proud to continue to lead the category by reaching the 90 percent completion milestone across our cereal portfolio," said Briana Falk, marketing manager for General Mills' Cereal division. "The #RabbitShowdown is a fun way to celebrate real progress with really cute furry friends, as we continue on in our journey to make cereal even better."
About General Mills General Mills is a leading global food company that serves the world by making food people love. Its brands include Cheerios, Annie's, Yoplait, Nature Valley, Fiber One, Haagen-Dazs, Betty Crocker, Pillsbury, Old El Paso, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2016 worldwide sales of US $17.6 billion, including the company's US $1.0 billion proportionate share of joint-venture net sales.
SOURCE General Mills, Inc.
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