The Honorary Real Trix Rabbit announces first “Rabbit Showdown” calling the furriest to compete

General Mills celebrates 90 percent of its cereal portfolio free from artificial flavors and colors from artificial sources with summer’s most hare-raising competition

PR Newswire – July 20, 2016, MINNEAPOLIS
General Mills is celebrating real progress in the cereal aisle with 90 percent of the company’s iconic cereal brands now free of artificial flavors and colors from artificial sources – just one year after announcing the commitment to remove these ingredients from the full cereal portfolio. To have some fun and celebrate, the honorary Real Trix Rabbit, is hosting the ultimate #RabbitShowdown this summer.

Renovated cereal recipes – including Trix, Reese's Puffs, Cocoa Puffs, Golden Grahams, Chocolate Cheerios, Frosted Cheerios, Fruity Cheerios, Cookie Crisp and more – are available in the cereal aisle at local retailers nationwide. Families can look at the front of the box to find the “No, No, No” label highlighting no high fructose corn syrup, no artificial flavors, and no colors from artificial sources.

From real progress to real rabbits, cereal loving human pet parents are invited to capture and submit videos of their furry friends (pets of all kinds) taking part in real athletic competitions like hopping the hurdles or the 100 centimeter dash at www.RabbitShowdown.com. Fans can also scope out the cute competition by following #RabbitShowdown between July 20 and Aug. 19, 2016.

In the end, the three pets that exhibit the most talent and determination will be crowned first, second and third in the #RabbitShowdown. Winners will enjoy bragging rights; a spotlight in the #RabbitShowdown highlights reel; and a cereal-ously fun prize pack complete with a one-of-a-kind commemorative cereal box featuring their beloved pet alongside General Mills’ most iconic cereal mascots.