Wheaties and Total Brands Promote Healthy Living with First-Time Introduction of Multivitamins; Launch of Vitaminreminders.com Tied With New Multivitamin Lines

MINNEAPOLIS--(BUSINESS WIRE)--March 3, 2005--General Mills and Leiner Health products today announced the launch of Wheaties(TM) and Total(R) nutritional supplement products, produced under license from General Mills. Wheaties and Total cereals have long been on consumers' breakfast tables, and now they can enhance their diets with multivitamins from these trusted brands.

These four new vitamin products are part of an extension of the Wheaties and Total brands. The Wheaties Multivitamins provide health-minded individuals with 100% or more of 17 essential vitamins and minerals; in addition Wheaties Daily Performance Vitamin Packs offer consumers a convenient daily nutritional system specifically formulated to enhance energy. Total Multivitamins contain important daily nutrients essential for an active and healthy lifestyle, and Total High Potency Daily Vitamin Packs are ideal for consumers looking for additional support for their bones, joints, eyes and heart health as well as help with overall fitness.

“Food is the best source for vitamins and minerals, and Total cereal is already recognized for helping to provide a well balanced nutritional meal”

"Universally known as 'The Breakfast of Champions,' Wheaties is already viewed as a trusted part of a daily routine. Now, Wheaties Multivitamins can help boost energy levels," says Pam Kermisch, Director of Licensing, General Mills. "We are proud to offer consumers another way to include Wheaties in their day."

"Food is the best source for vitamins and minerals, and Total cereal is already recognized for helping to provide a well balanced nutritional meal," says Kermisch. "However, for consumers who can't get everything they need from food, Total multivitamins are a great way to supplement their diets."

In conjunction with the new Wheaties and Total branded products, General Mills and Leiner also announced the launch of Vitaminreminders.com. This interactive website is another tool to help Americans get and stay healthy. Vitaminreminders.com offers consumers a daily video image alert from a sports legend reminding them to take their Wheaties and Total vitamins. In turn, consumers can develop and maintain a system for incorporating vitamins into their daily routine.

The site features legendary sports champions, including "The King" of racing Richard Petty, hall-of-fame baseball player Ozzie Smith, and U.S. soccer star Brandi Chastain. Individuals simply select their favorite sports legend and designate a schedule to receive their video image reminder. Based on that information, a video image message appears on the consumer's PC prompting them to take their Wheaties and Total vitamins. This convenient and innovative tool infuses excitement into staying healthy.

The Wheaties and Total vitamin products are manufactured and distributed by Leiner Health Products in Carson, California and will be available at retail outlets nationwide.