GENERAL MILLS CONTENDER IN ORGANIC BOWL

MINNEAPOLIS -- General Mills here has entered the organic-cereal market with its new Sunrise brand.The cereal shipped this month and will be aggressively promoted through the spring and summer, with the largest sampling program in the history of the company's cereal launches, according to Scott Lutz, vice president of New Enterprises at General Mills.The new cereal is a combination of organic wheat,

MINNEAPOLIS -- General Mills here has entered the organic-cereal market with its new Sunrise brand.

The cereal shipped this month and will be aggressively promoted through the spring and summer, with the largest sampling program in the history of the company's cereal launches, according to Scott Lutz, vice president of New Enterprises at General Mills.

The new cereal is a combination of organic wheat, corn and brown rice flavored with honey. Suggested retail price is $3.39 for

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