General Mills and DreamWorks Bring the Magic of Shrek to the Supermarket

MINNEAPOLIS--()--May 27, 2004--

  Shrek(R) Cereal and Other Shrek(R) Products Introduced in Conjunction with Upcoming Sequel of Shrek 2(TM)  



Families eagerly awaiting the return of Shrek(R) to the big screen on May 19 can now find a collection of products to help bring the story home. Kids can dunk an ornery ogre or a wisecracking donkey in milk with Shrek cookies, scoop up Princess Fiona(TM) or a magic potion bottle in Shrek cereal, or enjoy green Shrek microwave popcorn. Shrek's mug will also grace the package fronts of breakfast treats and fruit snacks, and special Shrek watches will be available in favorite Big G cereals.

"We're so excited to bring the Shrek experience to life in a new way," said Andrea Arlich, General Mills Promotion Marketing. "Shrek and his friends are so popular with kids and adults, and these products offer a new opportunity to interact with the loveable DreamWorks characters."

In Shrek 2(TM), the fairytale continues as everyone's favorite ogre faces his greatest challenge of all - the in-laws. Shrek and Princess Fiona return from their honeymoon to find an invitation to visit Princess Fiona's parents, the King and the Queen of the Kingdom of Far, Far Away. With Donkey along for the ride, the happy couple ventures off on a whirlwind of new adventures with a host of new fairy tale characters to lampoon along the way.

Wake Up with Shrek

An ogre can have a mighty strong hunger when he wakes up, so Big G created new Shrek cereal - much tastier than the bugs and critters in Shrek's swamp. The sweetened corn puff cereal has marshmallow pieces in the shapes of Shrek, Donkey, Princess Fiona, Puss In Boots, Gingerbread Man and a magical potion bottle.

For those whose breakfast tastes tend toward the more traditional, Shrek still is within reach. Specially marked boxes of Trix, Cocoa Puffs, Cinnamon Toast Crunch, Cheerios and Honey Nut Cheerios will include free, glow-in-the-dark in-pack watches featuring Shrek characters. Ten different watches are available, including Puss In Boots, Dragon, Pinocchio and The Three Little Pigs, and two designs each for Shrek, Princess Fiona and Donkey.

Shrek fans have even more options to start their day with breakfast fun. Pillsbury(R) Toaster Strudel(TM) Pastries are celebrating the movie release with three limited edition flavors -- Ogre Cherry with Ogre Icing, Shrek Wildberry with Ogre Icing and Chocolate Sludge with Chocolate Icing. After toasting the Strudel pastries, kids will enjoy making icing designs of their favorite Shrek 2 characters atop the warm, flaky and portable breakfast treats.

Pillsbury Waffle Sticks with Dippin' Cups also will be available in a new Shrek-inspired flavor. Kids can enjoy Limited Edition Shrek 2 Pillsbury Blueberry Waffle Sticks with Dippin' Cups with Green Swamp Syrup. These breakfast sticks offer fun for kids who love to dip and convenience for moms in the morning.

Kids also can get cool glow-in-the-dark Shrek Headz toys through a mail-in offer included on frozen Waffle Sticks and select Toaster Strudel packages.

Snackin' with Shrek

Get a taste of the kingdom far, far away with green Pop Secret popcorn! In honor of Shrek 2(TM), Pop Secret has created "ogre green" popcorn that even mom and dad will enjoy. The butter-flavored microwave popcorn pops up green in color and features the same delicious taste and easy preparation as regular Pop Secret butter microwave popcorn. Shrek 2 Pop Secret popcorn will be available for a limited time starting in May.

Combining the great fruit taste kids love with the convenience parents need, Betty Crocker Shrek Fruit Snacks let kids take the fun of Shrek anywhere they go. The fat-free snacks feature four different fruit flavors in five different Shrek-themed shapes - Shrek, Donkey, Princess Fiona, The Dragon and the Shrek "S" logo. Shrek Fruit Snacks are made with real fruit juice and provide 100 percent daily value of vitamin C. Shrek Fruit Snacks will continue to be available into 2005.

Consumers also can find Pillsbury(R) Ready to Bake! Shrek 2 Sugar Cookie Kits with Edible Image(R) Decorations in the refrigerated section of their grocery stores. Each kit contains enough pre-sliced cookie dough rounds, green vanilla-flavored frosting and edible decorations to make 12 creative cookies. Kids can choose their favorite characters from four edible decorations, featuring colorful images of Shrek, Princess Fiona, Donkey and Shrek and Donkey together. Families can bake and eat these cookies as a fun afternoon activity.

"General Mills has done a fantastic job of integrating properties with their wonderful family of brands," said Anne Globe, Head of Marketing and Promotions for the DreamWorks Consumer Products division. "Through their Shrek products, they have set the stage for fun meals and snacks."

Custom Shrek packaging, fun games and mail-in offers have also been placed on packages of Yoplait and Go-GURT yogurt, Cookie Crisp and Reese's Puffs cereals, Old El Paso products, Hamburger Helper mixes, Fruit Roll-Ups and Gushers fruit snacks, Betty Crocker cookie mixes, Pillsbury biscuits, and Totino's Pizza Rolls snacks and Party Pizza. All the Shrek products will be in stores to coincide with the Shrek 2 movie release. Most are offered for a limited time only.

ABOUT GENERAL MILLS

General Mills is a leading global manufacturer and marketer of consumer foods products. Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant, Old El Paso and more. Included in the U.S. portfolio are some of the nation's most popular brands including Cheerios, Wheaties and other Big G cereal brands; Colombo, Yoplait, Totino's and Progresso. General Mills is also a leader in the bakeries and foodservice business as a major supplier of baking and other food products to the foodservice and commercial baking industries.

Cheerios, Honey Nut Cheerios, Cinnamon Toast Crunch, Cocoa Puffs, Trix, Cookie Crisp, Pillsbury, Totino's, Pizza Rolls, Party Pizza, Toaster Strudel, Betty Crocker, Hamburger Helper, Old El Paso, Fruit Roll-Ups, Gushers and Pop Secret are trademarks of General Mills

Shrek(R), DreamWorks L.L.C., Shrek 2(TM) (C) 2004 DreamWorks L.L.C.

Yoplait and Go-GURT are registered trademarks of YOPLAIT Marques Internationales SAS (France).

Edible Image is a registered trademark of The Lucky's Company.

Reese's Puffs is a registered trademark of Hershey Chocolate and Confectionery Corporation.

Contacts

General Mills, Minneapolis
Shelly Dvorak, 763-764-6451
With the debut of Shrek 2(TM) on the big screen, General Mills brands
teamed up to deliver the popular movie's magic direct to your cereal
bowl, and to your toaster, and to your microwave! From Pop Secret
"ogre green" Shrek(R) microwave popcorn to Shrek character watches
inside Big G cereals to Pillsbury Waffle Sticks with Green Swamp
Syrup, there's something fun - and delicious - for Shrek fans of all
ages. You'll even find Shrek cereal and fruit snacks, as well as Shrek
versions of Pillsbury Toaster Strudel and Ready To Bake Cookies.

With the debut of Shrek 2(TM) on the big screen, General Mills brands teamed up to deliver the popular movie's magic direct to your cereal bowl, and to your toaster, and to your microwave! From Pop Secret "ogre green" Shrek(R) microwave popcorn to Shrek character watches inside Big G cereals to Pillsbury Waffle Sticks with Green Swamp Syrup, there's something fun - and delicious - for Shrek fans of all ages. You'll even find Shrek cereal and fruit snacks, as well as Shrek versions of Pillsbury Toaster Strudel and Ready To Bake Cookies.

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Contacts

General Mills, Minneapolis
Shelly Dvorak, 763-764-6451