New Nature Valley® Web Site Targets Outdoor, Travel Lovers; General Mills Brand Launches ''Where's Yours?'', Interactive Forum for Sharing Favorite Spots in Nature

Business Wire, March 7, 2006

MINNEAPOLIS -- General Mills, Inc.(R) (NYSE:GIS) brand Nature Valley(R) has launched a new Web site to connect with the outdoor- and travel-loving consumer. The site, www.wheresyours.com, serves as an interactive community for those interested in finding new U.S. outdoor travel destinations. Consumers are invited to share their favorite spots in nature, view others' favorite spots and post photos. The brand developed the Web site as a way to promote an outdoor, active lifestyle.

"'Where's Yours?' was developed for people who love being active in the outdoors," said Clare Kanter, associate marketing manager, Nature Valley. "The site is a good resource to learn about a new place for a favorite activity or a new activity in a beloved place."

Nearly half (48 percent(i)) of Americans spend at least one week researching a new getaway via multiple sources, from word-of-mouth to travel Web sites. "Where's Yours?" offers a complete guide of outdoor destination reviews directly from the most passionate travel and outdoor enthusiasts and experts -- simplifying the outdoor getaway selection. Nature Valley also tapped its relationships with the National Park Foundation, Association of Volleyball Professionals, and U.S. Ski team to feature expert reviews on the site.

"These experts are truly passionate about what they do and love recommending the perfect place for outdoor adventurers. Our affiliation with these groups allows Nature Valley to provide our consumers outdoor and travel reviews from those who know it the best," said Kanter.

More than 75 percent of Americans say they consider both a location's surroundings and activities when selecting their next outdoor getaway. Now they can easily find and review both on "Where's Yours?"(ii). The Web site posts reviews that appear as journal entries, so travelers can provide ratings across categories (beauty, value, remoteness and intensity) suggest activities that can be enjoyed there, and post pictures. Travelers can also customize their "Where's Yours?" experience by signing up to receive weekly or monthly e-mail notifications when a new journal entry matches their activity interests or selected locations.

"Where's Yours?" Contest

Outdoor enthusiasts can also visit "Where's Yours?" for a chance to win one of four grand prizes: a trip with three friends to any one of the many locations (within the United States) posted on www.wheresyours.com. To enter, contestants must submit an original essay (up to 250 words) describing their own personal spot in nature. A photo submission is optional. Contestants may enter as many times as they wish, and entries will be judged upon creativity, authenticity and descriptiveness.

The contest runs through September 30, 2006. For official rules go to www.wheresyours.com. No purchase necessary and void where prohibited.

For more information please visit www.NatureValley.com.

(i) Most people (48.4 percent) typically spend at least a week researching a new travel destination, according to the eNation Internet survey. Word of mouth referrals (65.9 percent) and travel Web sites (43.4 percent) were reported as the best sources for travel information.

(ii) Surroundings (73.4 percent), activities (60.3 percent) and amenities (55.4 percent) are all popular considerations when selecting a travel destination.