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4-Traders Homepage  >  Equities  >  Nyse  >  General Mills, Inc.    GIS

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General Mills, Inc. : Gluten-Free Advocate Elisabeth Hasselbeck Joins GlutenFreely.com

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09/12/2012 | 04:10pm CEST

TV personality and author to contribute gluten-free tips and recipes for the online resource

GlutenFreely.com, the online store and gluten-free lifestyle resource, is proud to welcome Daytime Emmy® Award winner and author Elisabeth Hasselbeck, a dedicated advocate for gluten-free nutrition, to the site as its newest partner and contributor. Hasselbeck, a celiac, will offer tips on how to maintain a gluten-free lifestyle through a new video series called "The Joy of Gluten-Free," blog posts, and a roster of gluten-free recipes from her second book, "Deliciously G-Free."

GlutenFreely.com is proud to welcome Daytime Emmy(R) Award winner and author Elisabeth Hasselbeck, a ...

GlutenFreely.com is proud to welcome Daytime Emmy(R) Award winner and author Elisabeth Hasselbeck, a dedicated advocate for gluten-free nutrition, to the site as its newest partner and contributor. (Photo: General Mills, Inc.)

"Our mission is to make GlutenFreely.com a dynamic and useful resource for the gluten-free community through great food products, lifestyle tips, new recipes and the latest information about living gluten-free," said Rebecca Thompson, Marketing Manager for GlutenFreely.com at General Mills. "We're thrilled to partner with Elisabeth and excited to share her own gluten-free journey and advice on an ongoing basis."

Since her celiac disease diagnosis, Hasselbeck has committed herself to raising awareness about the autoimmune disease, and works closely with the Celiac Disease Center at Columbia University. Elisabeth has written two New York Times best sellers; in 2009 "The G-Free Diet: A Gluten-Free Survival Guide" and in 2012 "Deliciously G-Free" where gluten-free recipes were made fun and easy. In 2011, she created her own line of gluten-free snack and protein bars under the brand nogii?, and she has helped raise awareness on the topic through appearances on national talk shows.

During September, visitors to GlutenFreely.com can view the first installment of her "Joy of Gluten-Free" video series on the subject of "Getting Started" and how to create a gluten-free kitchen in your home. Her debut blog post on the site focuses on advice for being prepared to send a gluten-free child off to school for the first time.

"I know first-hand that a celiac diagnosis can seem overwhelming, given all the lifestyle changes you need to make to feel good," said Hasselbeck. "It's so important to make sure you have enough information and resources, like GlutenFreely.com at your fingertips, so you can enjoy all the things you want to - like cooking, dining out and traveling, but remain gluten-free."

About 3 million Americans are affected by celiac disease, an inherited autoimmune disorder that is triggered by the consumption of gluten - a protein found in wheat, barley, rye and some oats. While celiac disease affects about 1 percent of the U.S. population, experts also believe there is a separate portion of the population - roughly 6 percent - that has a related and poorly understood condition known as gluten sensitivity.

GlutenFreely.com was developed by General Mills in partnership with the University of Maryland Center for Celiac Research and The University of Chicago Celiac Disease Center to provide the latest medical information from leading medical institutions, hundreds of delicious gluten-free recipes and more than 500 gluten-free products for purchase from a variety of manufacturers. A roster of gluten-free experts and bloggers provide a wealth of advice on the site from their own experiences as well.

To see Hasselbeck's new videos and blog posts, and get more information on living a gluten-free life, visit GlutenFreely.com.

About GlutenFreely.com

Developed in partnership with the University of Maryland Center for Celiac Research, The University of Chicago Celiac Disease Center and General Mills Bell Institute of Health and Nutrition, GlutenFreely.com offers more than 500 gluten-free products from a wide variety of manufacturers for online purchase, as well as hundreds of recipes; advice for navigating grocery stores and restaurants; pocket shopping lists; and educational videos.

About Elisabeth Hasselbeck

Daytime Emmy® Award winner Elisabeth Hasselbeck is co-host of ABC's "The View", best-selling author, Celiac, founder of gfreediet.com and nogii.com and philanthropist. In May 2009, "The View" hosts were chosen as one of the "100 Most Influential People in the World" by Time. In July, 2009 Forbes ranked "The View" #11 among "30 of the Most Influential Women in Media." In October, 2010, Elisabeth joined "Good Morning America" as an ABC News contributor. An avid runner who has graced the covers of Fitness and Oxygen magazines, Elisabeth was the celebrity ambassador and runner for MORE Magazines' women's ½ marathon in 2011 and 2012. She is a partner and contributor to General Mills' GlutenFreely.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50405189&lang=en

General Mills Brand PR:
Peggi Snook, 763-764-8088
brandpr.media@genmills.com


© Business Wire 2012
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