• November 5, 2007

General Mills is giving kids a chance to eat their own words with a promotion for its new customizable "My Fruit Roll-Ups" that culminates in March with the announcement of a winner.

Kids ages 8 to 12 are being invited through PR to create videos of themselves telling jokes and performing their comedic routines through Dec. 11. The Top 10 videos will then be posted online at myfruitrollups.com so that people can vote for the favorites.

The winner will get a $1,000 U.S. savings bond, $1,000 in cash toward a party with a comedian and personalized decorations and a one-year supply of My Fruit Roll-Ups. The winning joke may be featured on myfruitrollups.com, where it can be ordered online so consumers can literally eat the winner's words.

"Many people have a sentimental and even a nostalgic connection to Fruit Roll-Ups, so we're always looking for ways to make them even more special," says a General Mills spokesperson.

--Nina M. Lentini