• Ad Age, Tuesday, August 8, 2006 12:30 PM

General Mills is stepping up its efforts to attract Hispanic consumers with new products, joint ventures and a new custom magazine targeting Spanish-speaking consumers. The magazine, Que Rica Vida.("What a Rich, or Delicious, Life"), will be mailed to consumers or given away by retailers in top Hispanic markets. The version mailed to consumers is in Spanish, while the 32-page retail version is bilingual. The first issue includes coupons and nine pages of ads for General Mills cereals and other products, such as Yoplait, Progresso soups and Pillsbury refrigerated cookie dough. "Que Rica Vida has content we know is important to Latinos, about education, meals, and health and wellness, with recipes by the Betty Crocker kitchen," says Rudy Rodriguez, General Mills' multicultural marketing director. One of the ads in the new magazine is part of the print, TV and sampling campaign for the U.S. launch of La Lechera Flakes, a popular cereal from Mexico that General Mills is introducing in the U.S. Hispanic market this summer. La Lechera is owned by Nestle. General Mills has a 6-year-old international joint venture with the company called Cereal Partners Worldwide, the second-largest cereal company outside North America.

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