Giving back

General Mills Big G Cereals continue fight against childhood hunger

#BigG4Good: General Mills builds on FNCE success to champion accessible, affordable nutrition and make more believers in the power of cereal.
employees holding heart-shaped cheerios

General Mills' unwavering commitment to affordable, accessible nutrition for all children took center stage once again at the Academy of Nutrition & Dietetics Food and Nutrition Conference and Expo (FNCE) 2023.

Building on the success of last year’s FNCE in Orlando, Big G arrived in Denver in October with an interactive booth presence highlighting the nutritional power of the cereal bowl and General Mills’ new campaign, “The Goodness We Grow Up On.”  

Through an ongoing partnership with No Kid Hungry, General Mills Big G Cereals encouraged attendees to join in the fight against childhood hunger by sharing their FNCE experience on social media with #BigG4Good, triggering donations to help provide more than 2.5 million meals to kids. 

Nostalgia and nutritional advancements

In 2023, the Big G Cereals booth brought to life the company’s new "The Goodness We Grow Up On" campaign, reminding  attendees of the timeless appeal of Big G Cereals that were “good then” when they were kids and are not only still “good now” for families everywhere, but actually offer even better nutrition with a recent update that doubled Vitamin D. Offering a nostalgic reminder of the beloved role cereal played in their childhoods, registered dietitians from all over the country lined up to take a ride down a giant cereal slide into a bowl of Cheerios-shaped pillows.

Big G Cereals now deliver 20% of the Daily Value of Vitamin D – twice the previous amount – in family-favorite cereals like Cheerios, Cinnamon Toast Crunch, Trix and more – a nutrition advantage the brand was proud to share with the RD community at FNCE.

“Breakfast doesn’t have to be complicated and sometimes it can be as simple as including a beloved bowl of cereal,” says Amy Cohn, Registered Dietitian and senior nutrition manager at General Mills. “In addition to leveraging the power of the nutrition community to fight childhood hunger, we’re proud to showcase that we’ve doubled the amount of Vitamin D across our Big G Cereals reminding attendees of the great taste, good nutrition and joy we’ve delivered for decades. It’s the goodness people grew up with then, and the goodness kids are continuing to grow up on now. “

Turning a smile into a donation

This year at FNCE, General Mills Big G Cereals donated to No Kid Hungry to help provide access to 25 million meals* to kids across America. On top of the $250,000 General Mills initially committed to at FNCE, an additional $5 donation was made for EVERY PHOTO posted on social media featuring the Big G Cereals booth, resulting in a total of $255,000 donation this year.

“This contribution goes beyond providing essential support for No Kid Hungry's efforts to nourish children. It also serves as a spotlight on our mission to promote accessible nutrition within a community of credentialed, influential professionals in the food and beverage industry, registered dietitians, and renowned brands,” said Diana Hovey, Senior Vice President, Corporate Partnerships for No Kid Hungry.

Join the fight to end child hunger

General Mills invites everyone to join in the fight against childhood hunger. You can make a difference today by donating to No Kid Hungry at A $5 gift can connect children across the country with 50 meals, ensuring they have the nourishment they need to grow and thrive.

General Mills continues to advocate for affordable, accessible nutrition for all children. This year’s presence at FNCE 2023 was bigger and better than ever, and the brand’s commitment to ending childhood hunger remains at the forefront of every initiative. General Mills and No Kid Hungry are on a mission to ensure that every child has the opportunity to start their day with a nutritious meal. Together, the partnership aims to make breakfast accessible for all kids and help them grow and thrive.

*Donations help support programs that feed kids; No Kid Hungry does not provide individual meals. Learn more at