General Mills targets Hispanic audience

08/7/2006 | Advertising Age (tiered subscription model)

As part of its push to snare more Hispanic customers, General Mills this month will launch "Que Rica Vida," a free Spanish magazine featuring lifestyle stories and recipes that will be mailed to shoppers and available in stores. The company, which spent $10.2 million in Hispanic advertising last year, will also introduce La Lechera Flakes, a popular Mexican cereal, this summer.

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