General Mills has joined The Biggest Loser’s seventh season as a sponsor for the show. The company which makes Yoplait yogurt, Cheerios and Progresso soups, is not only going to be an advertiser, it will also tie in a charity promotion, the Pound for Pound Challenge. It will donate 10 cents to charity for every pound lost by contestants, and they are opening up the initiative to the public. People are invited to sign up for the program, and every pound they lose will have a donation from General Mills, too.

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