GENERAL MILLS EXPANDS OATMEAL CRISP LINE
By Adnews Staff
General Mills Canada Inc. of Mississauga, ON, has debuted its first new cereal product since September 1999. Apple Brown Sugar is an addition to the company's Oatmeal Crisp line first introduced in 1990. Apple Brown Sugar consists of oat clusters with brown sugar and apple pieces. The cereal, which became available in Canada last month, will be promoted with national television advertising created specifically for the Canadian market breaking later this summer. An in-store sampling program will run in conjunction with that effort. General Mills said it introduced the cereal in response to research by the Apple Growers of Ontario that shows a steady increase in apple consumption over the past 10 years. In addition to the original Oatmeal Crisp Raisin and the new Apple Brown Sugar, General Mills' Oatmeal Crisp cereal line also includes Almond and Maple Nut varieties. Advertising for Oatmeal Crisp Apple Brown Sugar is done by Cossette Communication-Marketing. Public relations for General Mills are handled by Optimum Public Relations. Both companies are based in Toronto.