General Mills, the maker of whole-grain cereals such as Cheerios, Wheaties and Total, has teamed up with the American Cancer Society to raise up to $1 million to help finance cancer research, treatment, services and resources offered by the nation’s leading non-profit cancer organization.

For the first time ever, everybody in America can support the American Cancer Society simply by sending in a card found on packages of Cheerios, Wheaties and Total marked with the "Spoonfuls of Hope" logo. For every card received from now until October 1, 2000, General Mills will donate 50 cents to the American Cancer Society to raise up to $1 million.

"The American Cancer Society is the most trusted source of cancer information in the country, but as a non-profit organization, reaching a wide public audience with critical health information is a challenge," said oncologic surgeon Gerald Woolam, M.D., president of the American Cancer Society. "By entering this first-of-its-kind partnership with General Mills, the American Cancer Society can funnel lifesaving information directly to the breakfast tables of millions of Americans whom the organization typically would not be able to reach."

Both Palmer and Armstrong will be appearing on Wheaties boxes and in television commercials for General Mills to support this effort on behalf of the American Cancer Society.

Palmer was diagnosed with prostate cancer in 1997. After surgery and treatment, he returned to golfing within three months. During his storied career, Palmer has won four Master’s championships, two British Open crowns, and a U.S. Open title. Overall, he has amassed an astounding 92 victories.

Armstrong was diagnosed with testicular cancer in October 1996. The cancer spread to his lung and brain, and doctors said his chances of surviving were 50/50 at best. After undergoing several operations, he was declared cancer-free in October 1997. His amazing story of survival and achievement was capped when he won the 1999 Tour de France title, the most grueling and prestigious bicycle race in the world.

An estimated one-third of all cancer deaths are diet related, yet the American public is largely unaware of this fact. The American Cancer Society is now more than ever focusing its efforts on educating the public about modifiable risk factors such as diet.

"This ground-breaking partnership with General Mills gives us a powerful voice in the food industry and marks the beginning of our effort to reduce the incidence of diet-related cancers by 25 percent within the next 15 years," Dr. Woolam said. "We used to send in box tops to get a decoder ring or a Lone Ranger mask. Now, we have the opportunity to do something meaningful for the millions of people whose lives are touched by cancer."

The campaign includes several historic firsts. General Mills becomes the first cereal maker and the first food company to partner with the American Cancer Society. In addition, the campaign is the first on-package fundraising effort that the organization has undertaken.

General Mills is the country’s No. 1 maker of whole-grain cereals. Whole-grain oat Cheerios is the top-selling breakfast cereal in the country, and Wheaties and Total are the most popular whole-grain cereals in their respective categories. General Mills recently successfully petitioned the U.S. Food and Drug Administration to allow a new health claim on packaging to promote the cancer-fighting health benefits of whole-grain foods.

Only seven percent of the population eats the recommended three servings of whole grains a day. In addition to protecting against cardiovascular disease, research suggests that eating a high-fiber/low-fat diet including whole-grain foods may reduce the risk of certain cancers, particularly those affecting the colon, rectum, the esophagus, mouth and tongue.

The American Cancer Society is the nationwide, community-based, voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer, through research, education, advocacy, and service.

General Mills is a leading manufacturer and marketer of consumer food products with annual sales exceeding $6 billion. The company enjoys leading positions in a variety of categories with brand names that include Cheerios, Total and Wheaties cereals, Betty Crocker dessert, side dish and dinner mixes, Pop Secret microwave popcorn, Gold Medal Flour, and Yoplait and Colombo yogurt.

For more information, visit the General Mills whole-grain Web site at: www.genralmills.com/wholegrain. If you or someone you know has cancer and is in need of help, call the American Cancer Society at 1-800-ACS-2345 or visit the Web site at www.cancer.org.



Tom Johnson

General Mills
6127642531
johns070@mail.genmills.com


Greg Zimprich

General Mills
6127647780
zimpr000@mail.genmills.com