General Mills’ Hispanic media and marketing platform Que Rica Vida is relaunching. The print publication is now published 6 times a year and circulation has been increased from 250,000 to 1 million, making it the magazine with the highest circulation targeting Latinas in the U.S.

The relaunch also signals a shift in language strategy: Que Rica Vida is now targeting Bicultural Latinas. The website is now completely bilingual (before the relaunch it was in Spanish only).

While before the relaunch the print publication was nationally distributed, General Mills is now focusing on the 5 top Hispanic DMA’s (Los Angeles, Houston, New York, Chicago and Miami). Subscribers in other markets will now get the digital edition of the publication.  “Los Angeles and Houston are priority markets in terms of Hispanic strategy of General Mills brands,” Maria Rodas, Multicultural Marketing Manager at General Mills, tells Portada.

Que Rica Vida will be mostly distributed through Hispanic newspapers (see table below, July and September issues have already been distributed under this new distribution method).



La Opinión (ImpreMedia)


Contigo (ImpreMedia)


Impacto USA (Medianews)


El Diario La Prensa (ImpreMedia)


NY Direct (Walk Program)


El Nuevo Herald (Mc Clatchy)


Diario las Americas (indep.)


Rumbo (ImpreMedia)


La Subasta (indep.)


La Raza (ImpreMedia)

CHI has an audience of 100,000 unique users a month. 97% of its audience is based in the U.S.

The Que Rica Vida platform promotes 17 different General Mills brands but also carries advertising from third party advertisers including Gorton Fish and Land’O Lakes.

New Focus: Bilingual, Food Culture and Platform Agnostic
The relaunch also includes twists in the content strategy with a new focus on Food Culture (i.e., all things food, beyond just recipes). With the new focus, Que Rica Vida attempts to carve out a space in the crowded space of media properties targeting Latina Moms. “Food brings together everything that is important for Latinas. Qué Rica Vida understands this, and will provide Latinas with Food Culture content to inspire them to continue enjoying & celebrating “lo Rico de la Vida” (the richness of life)”, Rodas notes.

According to Rodas, Que Rica Vida’s new digital presence provides “a new fresher and unique look & feel that better reflects the vibrant brand personality. The design & technology changes embrace a modern content publishing model.  We now have a  “Multiscreen” mindset. The site is designed for mobile/tablet experiences using responsive design – eliminating the need to manage two sites”

Partnership with ImpreMedia
Que Rica Vida is partnering with ImpreMedia.The Hispanic digital and print publisher will work on the editorial production of Que Rica Vida. ImpreMedia has a dedicated team for Que Rica Vida, which is led by Mónica Giraldo. Giraldo was just hired and comes from Todobebe, where she was Director of Special Content & Community. Strategy and direction planning will continue to be done by a team of 5 executives out of General Mills headquarters in Minneapolis, MN.


Portada Staff

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