Giving back

General Mills Big G Cereals advocate for affordable, accessible breakfast for all kids

At this year’s Academy of Nutrition & Dietetics Food and Nutrition Conference and Expo, General Mills Big G Cereals invited attendees to join #BigGCerealforGood to help end childhood hunger in America.
General Mills nutrition team holding Cheerios heart at FNCE booth

At General Mills, we believe a nutrient-dense breakfast should be accessible and affordable for all children so that kids can be…kids.  

That’s why we, along with registered dietitians and nutrition experts from around the globe, gathered in Orlando, Florida, last week for the Academy of Nutrition & Dietetics Food and Nutrition Conference and Expo (FNCE). 

Our General Mills Big G Cereals spotlighted the nutritional power of the cereal bowl and partnered with No Kid Hungry to make an investment that can help provide 2.5 million meals to kids. 

At our larger-than-life booth experience, attendees were encouraged to embrace their inner child with a ride down the giant cereal slide, and share their experience on social media with #BigGCerealforGood to help raise awareness of the fact that 1 in 8 kids in America are living with hunger. 

To reinforce how cereal is a simple, nutritious and affordable choice that can help ensure no child goes without breakfast, we also hosted a “pop quiz” for attendees to compete against each other as they tested their knowledge of the benefits of cereal.  

The power of the cereal bowl 

We know that breakfast changes lives. Research shows that nutrients missed at breakfast are usually not made up during the rest of the day, resulting in nutrient gaps and poorer diet quality among children who skip breakfast compared to those who don’t.  

Breakfast doesn’t have to be hard and sometimes it can be as simple as including a bowl of cereal. Many cereals provide meaningful amounts of whole grain and important nutrients like fiber, vitamins, and minerals, which aren’t always easy to find in other typical breakfast choices. 

And, on average, a bowl of any General Mills Big G cereal – like Cheerios, Cinnamon Toast Crunch, Chex and many more – with milk costs about 50 cents per serving. 

“Inflation has only amplified the need to improve access to affordable and nutritious food for kids in America. And they need our help,” says Amy Cohn, Registered Dietitian and Senior Nutrition Manager at General Mills. “That’s why we wanted to use the opportunity to connect with the nutrition community at FNCE to activate our #BigGCerealforGood initiative, and in honor of this incredible community coming together, donate $250,000 to No Kid Hungry.”


According to the latest estimates, as many as 9 million children are living with hunger in America.  

“Not only will this donation provide critical support to No Kid Hungry’s efforts to feed children, the General Mills booth at FNCE highlighted our mission to raise awareness of the need for accessible nutrition among a community of top food and beverage professionals, registered dietitians and brands” says Diana Hovey, Senior Vice President, Corporate Partnerships for No Kid Hungry. 

General Mills has donated more than $9 million to No Kid Hungry over the past ten years, including a $1.3M gift from Cheerios in 2020 in support of No Kid Hungry’s work during the COVID-19 crisis.  

Join in the fight to end child hunger and donate today at A $5 gift to No Kid Hungry can help connect children across the country with 50 meals so they can grow and thrive.