SBD/21/Sponsorships Advertising Marketing

NEW AND IMPROVED WHEATIES STILL HAS SWEETNESS

     Olympic champions Bob Richards and Bruce Jenner appeared
alongside NFL legend Walter Payton today on "CBS This Morning" to
make the announcement of a "new, improved Wheaties."  Bruce
Jenner on being a spokesperson for Wheaties: "It's more exciting
and more difficult to get on the Wheaties box, than it is to get
on the cover of Sports Illustrated."  Payton: "It's like being
President of the United States."  Jenner: "We're having our
Wheaties breakfast here, this is very exciting" (CBS, 9/21).
     GENERAL MILLS BACK ON TRACK:  Following General Mills 9%
earnings decline in the 1st fiscal quarter, General Mills Chair
Bruce Atwater said that the company is "back on track" (Sally
Apgar, Minneapolis STAR-TRIBUNE, 9/20).
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