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Our primary Hispanic marketing initiative is Qué Rica Vida , which means “what a rich, wonderful life.” It includes a magazine and website offering nutritional informa- tion and in-store promotions that increase our brand awareness with Hispanic moms. 

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frozen entrees make it easy to prepare restaurant-quality dinners with an ethnic flair. Vegetables are ready in minutes in the microwave with frozen Green Giant Valley Fresh Steamers . And Yoplait Smoothies blend frozen yogurt and fruit— all you add is milk. 

We’re also developing new products for our international brands and for food eaten away from home. See the following pages for a discussion of our innovation efforts on these businesses. 

We’re supporting our great brands with increased levels of advertising invest- ment. Our worldwide media spending topped $900 million in 2010, up 24 percent from prior-year levels. TV advertising accounts for the largest portion of this investment, but our digital and multi- cultural efforts are growing the fastest. 

We’re developing new websites, such as Tablespoon.com, that appeal to our key consumer groups. Through our increased online presence, we are one of the larg- est distributors of digital coupons in the consumer products industry. And we con- tinue to support our successful Hispanic marketing platform, Qué Rica Vida , which drove 5 percent retail sales growth for our products among U.S. Hispanic consumers in 2010. 

In fiscal 2011, we have a strong lineup of product news and innovative, new prod- ucts. And we’ll support all of our brands with media spending that we expect to grow in line with sales growth. 

## Many Choices for La Cocina 

The U.S. Hispanic population is projected to grow 16 percent within the next fi ve years. We’re advertis- ing directly to this infl uential consumer group, and introduc- ing new products with flavor appeal, such as Progresso World Recipes  soups in varieties like Black Bean Jalapeño and Chicken Tortilla. 

