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The Wall Street Journal this morning reports that General Mills plans to launch “a comprehensive weight-management campaign that features food from all 80 of its brands. The program, dubbed Brand New You, is designed to help people lose 10 pounds in 10 weeks by creating customized meals and exercise regimens for people who register on a company Web site. General Mills said it is the most comprehensive health-oriented campaign in the company's 138-year history.”

The program will kick off in January, via newspaper and in-house advertising and marketing, with direct-to-consumer offers delivered via email. The weight loss system is targeted at mothers in their thirties, and won’t just feature foods manufactured by General Mills.
KC's View:
The question isn’t why General Mills is undertaking this effort. The question is why more supermarkets, allegedly advocates for consumer concerns, aren’t doing the same thing.