Richard Childress Racing

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January 21, 2014

NASCAR Driver Austin Dillon Gives Fans Sneak Peek of Special Cheerios Packaging Featuring Legacy of the No. 3

CINCINNATI (January 21, 2014) – Race fans in Cincinnati got revved up for the start of the 2014 NASCAR season today as Kroger and General Mills partnered to bring NASCAR star Austin Dillon to Kroger’s hometown where he met with fans, employees and unveiled new Cheerios packaging that honors the continued legacy of the No. 3 in the sport.

Dillon, who will be competing in his first full season in NASCAR Sprint Cup Series, revealed an over-sized version of the Cheerios box at Kroger in West Chester, Ohio earlier this afternoon while meeting fans. Local fans in attendance had the opportunity to meet the two-time NASCAR champion, receive his autograph and check out the No. 3 Cheerios Chevrolet SS that will hit the track this year.

“Not only is it an honor for me to drive the No. 3 Cheerios Chevrolet SS, it’s very humbling to have the heritage of the No. 3 featured on a Cheerios box,” said Dillon. “When I began racing, I wanted to race the No. 3 because that was the number my grandfather, Richard Childress, raced before Dale Earnhardt made it famous. It’s a special number for our family and to see the history of the No. 3 being showcased on a box of Cheerios is really cool. It’s a great example of the support General Mills and Kroger has for our sport and its fans.”

The one-of-a-kind packaging showcases the iconic No. 3 on the front of the Cheerios box with historic photos and facts about the No. 3 covering the entire back side of the cereal package. Fans will be able to purchase their collectible Cheerios box exclusively at Kroger beginning February 16.  

“We’re thrilled to kick off the 2014 NASCAR season with Austin and Richard Childress Racing and looking forward to cheering the No. 3 Cheerios Chevrolet SS on the track.” said Sukanya Madlinger, President of the Cincinnati/Dayton Division of Kroger. “We wanted to provide fans the opportunity to share in our excitement and what better way to be a part of this historical moment in the sport than by honoring the legacy of the No. 3.”

Fans can interact and receive unique content about Austin Dillon and the No. 3 race team throughout the 2014 season by visiting the “Cheer the 3” social media communities on Facebook (www.Facebook.com/Cheerthe3) and Twitter @Cheerthe3.

About Cheerios
Cheerios, America’s No. 1 cereal, debuted in 1941 as Cheerioats.  The nation’s first ready-to-eat oat cereal has since become one of the most trusted and recognized brands in America.  In fact, one of every 10 boxes of cereal sold in America is a box of Cheerios.  General Mills’ popular franchise includes Cheerios, Honey Nut Cheerios, Multi Grain Cheerios, Multi Grain Cheerios Peanut Butter, Chocolate Cheerios, Frosted Cheerios, Fruity Cheerios, Apple Cinnamon Cheerios, Dulce de Leche Cheerios, Berry Burst Cheerios, Yogurt Burst Cheerios, Banana Nut Cheerios and Honey Nut Cheerios Medley Crunch.  Cheerios also has a publishing division that includes the popular Cheerios Play Books and other activity books.  For more information, go to www.cheerios.com.

About General Mills
General Mills is one of the world’s leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Häagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki, and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2013 worldwide sales of US $17.8 billion. Visit www.generalmills.com.

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