US food manufacturer General Mills has joined forces with health and fitness group Curves International to launch a weight management brand and 4 new products under the Curves name.
The new products include Curves Chewy Granola bars and Curves cereal, both of which will be sold in 2 flavors. The granola bars will launch this spring and the cereal will launch in the summer.
According to its founders, the new Curves-branded weight management product line is part of a long-term partnership in consumer foods that gives General Mills broad, exclusive promotional rights to several key food categories, from licensed products to consumer promotion activity. The integrated launch of the new product line will be supported by various promotional and communication vehicles including website activation, media and print, as well as the nearly 8,000 Curves locations across America.
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