New General Mills Promos Help In-Store Bakeries 'Fuel Up' For Racing Season

MINNEAPOLIS -- General Mills Bakeries & Foodservice here is bringing the excitement of professional auto racing to the in-store bakery, beginning in February with its new Fuel Up! promotion.

Designed to help operators drive consumer traffic and increase sales in the bakery through a special consumer offer, General Mills will provide in-store bakery operators merchandising tools to successfully execute a Fuel Up! promotion.

In-store bakery managers will receive one roll of peel-off coupons for participating bakery items, worth 50 cents off the purchase of a second bakery item, and POS merchandising items such as counter cards and shelf wobblers featuring images of the #43 Cheerios/Betty Crocker race car and its champion driver, Bobby Labonte. Select consumers will also win a $25 gasoline gift card.

In addition, General Mills is featuring the Fuel Up! promotion on a number of its retail products, which will enable consumers to earn $10 in free gas with the purchase of 10 participating General Mills products. By leveraging the Fuel Up! promotion in both the bakery and center store, retailers can create a total store event.

"General Mills promotions have a proven track record of driving sales in the bakery," said Pam Kermisch, director, promotion marketing, General Mills Bakeries & Foodservice. "General Mills is uniquely positioned to leverage its sales and marketing expertise on the retail side for the in-store bakery, bringing successful promotions to drive increased traffic and purchases in the bakery."

Research shows that two-thirds of consumers make the decision in-store to purchase baked items. Furthermore, only half of consumer shopping trips include a stop in the bakery. This represents key opportunities to increase penetration and frequency through in-store promotions. In fiscal 2006 in-store bakery events from General Mills, such as Box Tops for Education, averaged a 240 percent lift over base sales.

Professional auto racing has significantly grown its fan base, with one in four Americans (75 million) reporting to be fans -- and racing has broad appeal among both men and women.

For more information in-store bakery managers should contact their General Mills Bakeries & Foodservice sales representative.
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