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General Mills Cereals Go Bilingual

September 14, 1999

HARLINGEN, Texas (AP) _ Frutis and Cinnamon Corn Stars, the bilingual cousins of Cheerios and Lucky Charms, are part of a new effort effort by General Mills to cater to Hispanic consumers.

The Para Su Familia _ or For Your Family _ line began last month in Texas and New Mexico and could soon appear on supermarket shelves around the country.

The line consists of four cereals: Frutis, Frosted Corn Flakes, Cinnamon Corn Stars and Raisin Bran. Bilingual packaging and lightly sweetened tastes set them apart.

``The Hispanic consumer is definitely a growing market,″ said Lydia Midness, director of General Mills’ Big G cereal division. ``We wanted to offer something specifically developed for Hispanics.″

The boxes feature a purple logo with the words ``Productos de General Mills″ and ``Para Su Familia.″ Nutritional information is in English and Spanish.

The new cereals also are lightly sweetened, reflecting the tastes of Hispanics who took part in focus groups. Frutis, for example, tastes like fruity Cheerios or a less sweet version of Kellogg’s Fruit Loops.

By creating a new line of cereals, Golden Valley, Minn.-based General Mills can appeal to Hispanics adopting mainstream U.S. tastes, as well as non-assimilated Hispanics who might prefer the new cereals, said Michael Minor, a marketing professor at the University of Texas-Pan American.

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