Betty Crocker Points Program Adds Sports Gear

General Mills has added an online health and wellness overlay to its long-running Betty Crocker continuity program.

Consumers collect Betty Crocker points from packages of General Mills products, then redeem them for discounts or free shipping on items in the Betty Crocker catalog.

The catalog carries mostly kitchen appliances, utensils and furniture, as well as dishes and toys. The Points4Play online overlay adds biking and sports equipment, body-mass scales and Wheaties T-shirts and caps to the mix.

The site also gives nutrition and activity tips. About 300 General Mills products carry Betty Crocker points, including cereals, baking mixes, Hamburger Helper and Fruit Roll-Ups. All brands' packages now have a Points4Play logo on them, too, with the tagline "Recognizing & rewarding family fitness." General Mills handles the Betty Crocker continuity program in-house.