Hamburger Helper Announces ``Better Tasting'' Product Line

MINNEAPOLIS--()--June 18, 2003--

  New TV Campaign Introduces First Product Reformulation in More Than 30 Years; Focuses on Improved Taste, Texture  

For more than 30 years, Hamburger Helper(R) has delighted parents and kids alike. Now, this family dinnertime favorite tastes even better. Today, Hamburger Helper announced it has reformulated the majority of its product line. The trusted Helping Hand icon appears throughout a brand new advertising campaign, delivering the message that most family-favorite Hamburger Helper flavors, of which there are more than 30 in all, are better-tasting. Improvements vary by flavor to include creamier, cheesier, thicker or richer sauces. Consumer taste tests show the improvements are delicious news for the approximately one-third of American households who enjoy Helper products.

"The improved product line is our response to our consumers' request for an even better tasting product," said John Starkey, Hamburger Helper marketing manager. "And, this is just the first of a number of exciting new initiatives our meals division has planned this year. This fall we will launch Pork Helper(R), which will add three new SKUs to the product line."

"Over the years we've dramatically expanded our product line to provide an ever wider variety of delicious meal solutions -- all with the easy preparation and clean up you expect from Hamburger Helper. Now, our better tasting meal kit offers even more appeal to these guaranteed dinnertime hits."

With more than 50 varieties, including Hamburger Helper, Chicken Helper(R) and Tuna Helper(R), and the opportunity to vary meals by adding vegetables and other ingredients, it's an everyday meal solution enjoyed by any consumer who enjoys matching freshness and convenience.

"Helper makes it easy for consumers to assemble a meal by calling on the connection between the kitchen pantry and fridge -- combining fresh meat with the convenience of a Helper meal kit," said Starkey.

Hamburger Helper is available nationwide at an average retail price of $2.19.

About Hamburger Helper

In 1971, Hamburger Helper was the first dinner mix product to appear on grocers' shelves. Now, 32 years later, Hamburger Helper, with the addition of Chicken Helper and Tuna Helper, come in more than 50 skillet-prepared flavors. In 2002, Hamburger Helper launched Oven Favorites(R) -- the just-add-meat meal kits that offer the same ease and convenience of their stovetop counterparts but are baked in the oven. The product line will continue to expand this fall with the addition of Pork Helper, which will feature one Oven and two skillet flavors.

Hamburger Helper also lends a helping hand to schools through General Mills' Box Tops for Education program. Consumers clip Box Tops for Education coupons from participating General Mills products, which are worth 10 cents when the school redeems them. Consumers can also shop online starting at the Box Tops Marketplace or use their Box Tops for Education Visa credit card to help earn additional cash for their school of choice. Schools can use the money they earn to purchase anything they need, including computers and sports equipment. Schools (K-8) can earn up to $60,000 a year using the three components of the program. For more information, visit www.boxtops4education.com.

For more information about Hamburger Helper products, visit www.bettycrocker.com.

Hamburger Helper, Chicken Helper, Tuna Helper, and Oven Favorites are registered trademarks of General Mills, Inc.

Food Editor's Note: You will be receiving a complete media kit, featuring additional line news, product information and survey results the week of July 7.

Contacts

Hamburger Helper
Heidi Geller, 763/764-5836
heidi.geller@genmills.com
or
Publicis Dialog for Hamburger Helper
Aimee Knox, 206/270-4627
aimee.knox@publicis-usa.com

Contacts

Hamburger Helper
Heidi Geller, 763/764-5836
heidi.geller@genmills.com
or
Publicis Dialog for Hamburger Helper
Aimee Knox, 206/270-4627
aimee.knox@publicis-usa.com