General Mills Partners with Curves
By Tom Ryan
General Mills has partnered with women’s-only fitness chain Curves International Inc. to launch a line of granola bars and cereal under the Curves name.
The new Curves-branded weight management product line is part of a long-term partnership giving General Mills broad, exclusive promotional rights across several key food categories encompassing everything from licensed products to consumer promotional activity for the Curves brand. This marks the first time the Curves name has been licensed for retail use.
Curves Chewy Granola bars will debut in the spring and Curves cereal will be available on shelves this summer. Besides traditional advertising venues, the launch will be supported by promotions and sales at the nearly 8,000 Curves locations across North America.
With more than four million members, Curves operates one of the nation’s fastest-growing franchise systems by targeting busy women with limited time for exercise. The concept is best known for their 30-minute fitness work-out sessions featuring strength and cardio training, and the low-key approach has been known to get many women in the gym for the first time.
General Mills said it found that weight management ranks high among consumer’s health concerns and can be “powerfully motivating,” pointing to research showing that 61 percent of consumers want to lose 20 pounds. The Curve partnership is designed to offer simple, yet effective food and fitness solutions for women to help take the weight off and keep it off.
Besides providing General Mills with a product primarily focused around weight loss, the Curve line also provides General Mills with a vehicle to reach adult women.
“We’re very excited about this partnership because it perfectly underscores our commitment to making consumers’ lives healthier and easier,” said John Haugen, vice president of health and wellness for General Mills. “Our new line of products connects Curves’ women and fitness-inspired equity with General Mills’ health and wellness-focused innovation. This winning combination can help women achieve their weight management goals.”
“We want to help women take the smart path to long-term weight management and believe that extending our brand to packaged food is a positive next step,” said Gary Heavin, founder and CEO of Curves International.
Discussion Questions: What do you think of General Mills’ tie-in with Curves? What factors do marketers have to assess before deciding to tie into another organization’s brand image? What are the opportunities and potential pitfalls?
- General Mills and Curves International Partnership Delivers New Weight Management Food Brand – General Mills/Business Wire