General Mills Teams with Muppets' Swedish Chef to Promote Kids' Recipes
General Mills has teamed up with a foodie superstar -- the Swedish Chef from the Muppets. To mark the upcoming "Muppets Most Wanted" movie, the maker of Cheerios and Go-Gurt enlisted the befuddled chef in a series of online video recipes for children. "We wanted to have some fun with them, and with our brands," said General Mills spokesman Mike Siemienas. Six video recipes have been posted on the Betty Crocker website, all briefly introduced by the chef in his mock Swedish gibberish. The recipe for Cheerios Breakfast Rounds Tea Cakes purportedly came from the chef's visit to London -- or as he says in the video, "es from da queenie." The Golden Valley foodmaker has a long history of employing cartoon pitchmen, back to the era of Rocky and Bullwinkle. And for decades, celebrity chefs have been drawn to the Betty Crocker Kitchens -- although in this case, the Swedish Chef appeared in the Betty Crocker Kitchens through the use of "movie magic," Siemienas said.