FundaMiddles Fun: General Mills Launches Second Product in Cereal-Snack Category By Beth Heitzman with Betsy Spethman

General Mills is poised to launch its second entry, a new product called FundaMiddles, into the

CME-KHBB/Minneapolis will handle the advertising assignment for the launch, which sources said last week will match the spending on Fingos, the all-day cereal/snack introduced in February with more than $30 million in advertising support. TV ads are scheduled to break in spot markets later this summer. FSIs are also in the works for later this year.
FundaMiddles, which General Mills is calling a ‘bite-sized graham snack’ with flavored fillings, will hit grocery shelves in selected markets in late July. Three varieties – graham shells with peanut butter filling, honey graham shells with chocolate filling and chocolate shells with vanilla creme – are sold in boxes of six single-serve packets. Variety packs will also be available.
The product is positioned as healthful and convenient, said one source close to the agency. One ad features a harried mom who placates her kids with bags of FundaMiddles.
General Mills is nibbling at the $26.6-billion snack category by encouraging cereal consumption beyond the breakfast table.
‘They’re very innovative. Look at Incredibites (granola-based snack) – that’s totally unique,’ a retail executive said.
At the time Fingos was launched, General Mills said that the ‘cereal-snack’ category was not a growth segment for the company. However, the company looks to be working at establishing a strong foothold before competitors can jump on the bandwagon.
Fingos, which is handled by DDB Needham Chicago, was introduced in Eastern markets in February and is currently being rolled-out nationally. TV ads broke in late April and promoted a healthful, low-fat message.
General Mills is expected to position FundaMiddles at the end of the cereal aisle with other General Mills snacks, such as Fruit Corners fruit snacks.
Both General Mills’ cereal and snack divisions are capitalizing on consumer interest in grain-based healthful snacks. The company is rolling out nationally with with its first baked Bugles, in original and barbecue flavors.
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