Hard work seems to be paying off for General Mills’ Betty Crocker Gluten-Free Dessert Mixes — if nothing else in the public relations department. The company was so bold to create gluten-free mixes that can be found in most major grocery stores..now they’re a finalist for a big marketing award.
General Mills released late Friday that the mixes are a finalist in the 2010 Edison Best New Product Awards — specifically in the Consumer Packaged Goods – Food Segment — category. According to the release, peers in the marketing world vote on who wins the awards.
“This innovative line of products satisfied gluten-free consumers’ previously unmet desire to find great tasting, affordable and easy-to-prepare desserts that they can enjoy with their families and friends. Since the gluten in wheat flour provides the structure for traditional brownies, cookies and cakes, creating dessert mixes without gluten is a significant and remarkable technical achievement. Once the company successfully created a winning product, an insightful marketing campaign centered on social media drove both awareness and support for the launch.” — General Mills/Betty Crocker News Release.
Winners are announced April 29th in New York! Good luck!