Hyderabad, August' 2004:General Mills India, pioneers in the Branded Atta category, has re-launched ‘Pillsbury Chakki Fresh Atta’ with the benefit "Whole Wheat Atta is good for your Family’s Heart". This claim has been also been endorsed by the Heart Care Foundation of India (HCFI).

Pillsbury Atta created new standards of quality with its launch in 1998 and has once again led the market by adopting the platform of "Wellness" and offering the 100% Whole Wheat benefit to the Indian consumer.

Cardiovascular diseases in India cause 3 million deaths per year accounting for 25% of all mortality. A recently concluded WHO study estimates that by Yr 2010, globally, 60% of all cardiac patients will be Indian. Cardiovascular diseases can be disabling, disruptive to families and the economy, adversely affecting the lifespan and lifestyle of those afflicted.

There is strong evidence that diets rich in whole grain foods may reduce the risk of coronary heart disease (CHD). The health benefits come from the "whole grain".

Today, ‘whole wheat’ is increasingly being recognized as a key source of heart-health promoting nutrients. Whole Wheat is composed of 3 parts - namely Bran, Endosperm & Germ. Bran is a rich source of fibre, vitamins & minerals; Endosperm contains carbohydrates and proteins while the Germ is rich in nutrients. These three parts of the whole-wheat grain work together in powerful ways to help protect against heart disease.

A study published in the ‘Archive of Internal Medicine’ demonstrates that the consumption of 10 gms of fibre (from cereals/ fruits) per day reduces the chance of heart ailments by 14% and heart disease death by 27%. Every 100 gms of Pillsbury Chakki Fresh Atta delivers 10 gms of fibre.

Pillsbury Chakki Fresh Atta is 100% Whole Wheat atta. Pillsbury Chakki Fresh Atta is manufactured using a controlled Chakki-grinding process that retains all the three parts of the grain – giving you authentic, 100% whole-wheat atta.

Commenting on the re-launch, Ms Gayatri Yadav, Marketing Director – General Mills India says, "The Relaunch signifies a strategic shift for Pillsbury Atta from a brand platform of ‘Softness’ to ‘Wellness’. This is especially relevant today and reflects the mega-trends of health and wellness in food and other categories across the globe".


She adds, "The Relaunch will be supported by a new product, new packaging, new advertising and a high-powered media and activation plan. Our new TV commercial and multimedia print and radio plan will spread awareness on this all-important benefit of ‘Whole Wheat Atta is good for the heart’. Additionally, ‘health awareness retail promoters’ will spread the message in major outlets across the country. We believe this will take the somewhat commoditised category of atta to a new level."

General Mills India is committed to delighting the discerning Indian consumer - with a range of exciting, innovative and relevant food products. The emphasis is on bringing in global brands & technology and adapting it to local market requirements. General Mills has a range of exciting food brands in the Indian market with Pillsbury (Atta, Cake Mixes, Custard, Semiya & Pizza), Green Giant (Canned Corn & Speciality Vegetables) and the recently launched range of Betty Crocker Baking Mixes. General Mills India also has a vibrant Exports as well as a Bakeries & Food Service division.

General Mills Inc., with $ 11.5 Billion in net sales, markets trusted consumer brands across a wide range of food categories, which are sold in over 100 countries around the world. The General Mills brands portfolio includes Big G Cereals, Betty Crocker desserts and mixes, Pillsbury dough based products, Green Giant vegetables, Häagen-Dazs ice-cream, Old El Paso Mexican Foods, Pop-Secret micro-wave popcorn and Nature Valley granola bars in addition to a large Bakeries & Food Service business.