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General Mills & Disney unveil 3 character based cereal variants in US

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MUMBAI: General Mills and Disney Consumer Products have come together to introduce three new Big G cereals: Disney's Little Einsteins Fruity Stars, Disney's Princess Fairytale Flakes and Disney's Mickey Mouse Clubhouse Berry Crunch in the US market.

"These new cereals make it easier for moms to give their kids a nutritious start to the day at an affordable price," said General Mills marketing manager Kerstin Peterson. "With great taste and nutrition - and the appeal of Disney's characters - these cereals will make breakfast fun for everyone."

According to an official announcement, Big G's Disney cereals provide at least eight grams of whole grain per serving (at least 48 grams recommended daily) and 10 percent of the Daily Value of calcium. These cereals comply with Disney's food guidelines for Disney-licensed cereal products, which allow Disney characters to appear only on kid-focused products that meet certain requirements, including limiting the amount of calories, fat, saturated fat and sugar. Each variety is priced at $1.99 per box.

"Disney is in a unique position to help make nutritious products appealing to kids," said Food, Health and Beauty for Disney Consumer Products, North America vice president Lance Gatewood.

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