January 08, 2009 03:00 PM by Paulene Hinds
General Mills has joined The Biggest Loser’s seventh season as a sponsor for the show. The company which makes Yoplait yogurt, Cheerios and Progresso soups, is not only going to be an advertiser, it will also tie in a charity promotion, the Pound for Pound Challenge. It will donate 10 cents to charity for every pound lost by contestants, and they are opening up the initiative to the public. People are invited to sign up for the program, and every pound they lose will have a donation from General Mills, too.
The Pound For Pound Challenge serves two purposes, it provides a fun, interactive structure for losing weight, and it helps to raise critically needed funds for Second Harvest Heartland and more than 200 other food banks throughout the nation that are part of the Feeding America network.
In addition to the weight loss challenge, grocery shoppers can also look for Pound For Pound seals on specially-marked General Mills products. For each seal mailed in, General Mills will also donate 10 cents to Feeding America. General Mills brands carrying the seal include Cheerios, Green Giant, Yoplait Light, and many others.
The seals will however appear on select products for a limited time only. Between the donations for weight loss pledges and product seals, General Mills will contribute up to $775,000 to Feeding America during the Pound For Pound Challenge.
General Mills will also be developing a product line specifically for the show, including protein shakes, scales, juicers, and grills.
“General Mills has a long-standing commitment to nutrition and wellness, and we’re thrilled to support a cause that will not only provide hunger relief but also encourage Americans to get healthier,” said John Haugen, vice president, Health and Wellness at General Mills. “By joining the Challenge, Americans are helping themselves while helping the one in eight Americans who struggle with hunger.”
The Pound For Pound Challenge starts in January with the launch of season seven of The Biggest Loser and lasts until the season concludes in May. Viewers will get updates on the Pound For Pound Challenge throughout the show’s season.
If you wish to participate in the Pound For Pound Challenge can CLICK HEREand enter your weight loss goals. Participants can pledge to lose weight from now through April 27, 2009.
Photo Credit: NBC