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General Mills Re-launches to Meet the Demands of the New Latina


What: General Mills is re-launching its new and improved digital platform, improved website has more rich, diverse and relevant content and offers valuable recipes, savings and nutritional information catering to the “New” Latin family’s passion for cooking and innovation.
Why it matters:  Media properties and brand platforms reaching out to Latinas, of which nowadays many are  Milennials, are constantly adapting and fine-tuning their offerings to keep pace with the changing (social) media habits of this demo.

General Mills has announced the re-launch of its new and improved digital platform, Harnessing the power of innovation and mobile technology, General Mills is creating a brand new site and mobile experience to meet the needs of the new Latina and her mobile lifestyle.

The improved website has more rich, diverse and relevant content and offers valuable recipes, savings and nutritional information in a way that is more convenient for consumers.

“Relaunching our QueRicaVida site is a perfect opportunity to continue to grow with and equip our progressive and culturally diverse consumers with the best resources needed to assist them in today’s mobile world,” said Monica Granados, assistant interactive marketing manager who oversees all Que Rica Vida digital content.

According to a recent study by IAB, Latina moms are leading mobile first lives with nearly 40 percent of Latina moms relying on mobile devices as their primary internet source. With social, digital and mobile playing an important role in their everyday lives, General Mills redesigned their new site to be socially intuitive and mobile friendly.

“As with most communities, our Latina mom plays a pivotal role, guiding all decisions and meal creations. The emerging new Latina is highly focused on preserving heritage as well as blending her cultural realities and influences. We wanted to honor her with quality-focused content highlighting new products and experiences and empowering her with more innovative shopping tools,” explains Granados.

The new website features:

  • Contemporary Design

The site was created with mobile efficiency in mind. The clean, clear, fluid design makes cooking from any smartphone easier and more enjoyable allowing the user to quickly note ingredients and instruction as well as share, pin and favorite preferred recipes.

  • Rich Content and Intuitive Navigation

Authentic recipes and relevant articles are now just a couple of simple clicks away. In catering to the consumer and their values of family, diversity and health, now hosts richer and more diverse dishes that celebrate heritage, culture and wellness while also offering fluid and intuitive navigation making exploring and discovering recipes a pleasant experience.

  • Giving Value is committed to offering the best quality products, experiences and deals by offering print-at-home coupons and grocery card-linked offers saving the consumer both time and money. In the future, In-store deal offers will also be incorporated and made available on the site as well.

General Mills is constantly innovating and investing in ways to meet their consumers’ and communities’ evolving needs. In celebration of the new site launching, General Mills is partnering with community influencers to host, Setting the Table for the New Latin Family, an event dedicated to engaging and sharing new resources, techniques, and recipes to fit the new Latina’s lifestyle.

“With the start of the new school year this is the perfect time to provide our Latina moms with a dependable source that allows easy access to delicious recipes, convenient cooking tips, and nutritional advice so that they can then in turn provide the best for their families,” said Granados.



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