Big G introduces Honey Nut Chex

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General Mills, Minneapolis, is introducing Honey Nut Chex, the first major line extension of the brand since acquiring it from Ralcorp last June. A "multimillion-dollar" marketing campaign will support the introduction. The effort, from Campbell Mithun Esty, Minneapolis, breaks in mid-August with radio in 19 markets, followed by a heavy TV schedule in September. Big G said the launch would be one of its largest, on a par with the Frosted Cheerios introduction three years ago. The company spent $25 million on that introduction, according to Competitive Media Reporting.

Copyright June 1998, Crain Communications Inc.

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