General Mills Taps Multicultural MarketS

General Mills launches two multicultural marketing platforms that appeal to African-American and Latina consumers: Serving Up Soul and Que Rica Vida. Serving Up Soul, an African-American marketing initiative, is expected to increase the relevance of General Mills' products among African-American women.

This initiative is part of a multi-brand strategy that will enhance the company's affinity with African American consumers, leveraging brands such as Honey Nut Cheerios, Yoplait, Pillsbury and Pop Secret, and will provide consumers with original recipes from the Betty Crocker Kitchens. Que Rica Vida is the company's newly launched Hispanic marketing initiative. Translated, Que Rica Vida means, "What a Rich and Wonderful Life." This program will speak to Latina moms via a new, free, Spanish-language magazine of the same name. The magazine, published in conjunction with Miami-based Editorial Televisa, will feature content devoted to education, meal occasions, and health and wellness respectively. Que Rica Vida will also contain recipes developed by the Betty Crocker Kitchens, coupons, expert tips on cooking and nutrition, as well as lifestyle articles.