General Mills has signed on as a show sponsor for season seven as well as a sponsor of the Pound for Pound Challenge. The Pound for Pound seal will be on specially-marked General Mills products. For each seal mailed in from the products (Cheerios, Green Giant & Yoplait Light are amoung them) the company will donate 10 cents to the Feeding America network.
General Mills is also now developing a line specifically for the show to include protein shakes, scales, juicers, and grills.
Head over to Reality TV Magazine for more details on the General Mills sponsorship. http://www.realitytvmagazine.com/blog/2009/01/08/the-biggest-loser-general-mills-supports-the-pound-for-pound-challenge/