General Mills has entered into a five year licensing agreement for milk and cereal products.
The deal covers General Mills’s Trix, Cocoa Puffs, and Wheaties as well as extended shelf life milk drinks. In addition to these brands the agreement includes Lucky charms, Count Chocula, Booberry, and Frankenberry. The licensee has the right to use the equity characters associated with each brand.
The General Mills brands of flavored milks will be available in grocery stores, mass market retailers, convenience stores, and vending machines in 50 US states and in Canada.
Terms of the deal were not disclosed.