OFFICIAL RULES. NO PURCHASE NECESSARY. MANY WILL ENTER, FEW WILL WIN.

1. How to Enter: Online sweepstakes only. To enter, go to www.BeginWithCheerios.com to complete and submit the online sweepstakes entry form during the sweepstakes period which begins at 12:00 A.M. (central time) on Monday, December 28, 2009 and ends at 11:59 P.M. (central time) on Friday, December 31, 2010. Sweepstakes entry limited to one entry per person per email address per day. The sweepstakes period contains three hundred sixty five (365) daily entry periods (each a “Daily Entry Period”). Each Daily Entry Period begins at 12:00 A.M..CST and ends at 11:59 P.M..CST. Sponsor’s computer is the official time-keeping device for the sweepstakes. Sponsor will not verify receipt of entries. Automated entries are prohibited, and any use of such automated devices or programs will cause disqualification. Sponsor and its advertising and promotion agencies are not responsible for lost, late, illegible, misdirected or stolen entries or transmissions, or problems of any kind whether mechanical, human or electronic. Sweepstakes entries are the property of Sponsor and will not be returned. Sweepstakes ends on December 31, 2010.

2. Eligibility: Only open to legal residents of the United States, 18 years of age or older at the time of entry. Void in Puerto Rico and where prohibited or restricted by law. Employees of Sponsor and its affiliates, its advertising and promotion agencies, its judging organization, and their immediate families in the same household are not eligible. All federal, state and local laws and regulations apply. This promotion is intended for viewing in the United States only and shall only be construed and evaluated according to United States law. You are not authorized to participate in the Sweepstakes if you are not located within and a legal resident of the United States.

3. Prizes: Fifty Three Thousand Six Hundred (53,600) Prizes will be awarded. Each prize is a Cheerios free product coupon. Approximate retail value of each prize is $3.79. Odds of winning prize depend on number of eligible entries received.

Total value of all prizes is $203,144. Taxes, if any, are the responsibility of the winner. Prizes cannot be transferred, substituted or redeemed for cash by any individual. The Sponsor reserves the right, in its sole discretion, to substitute any component of a prize for its cash value or a prize of approximately the same retail value. If eligible winner is deemed a minor in his/her state of residence, prize will be awarded in the name of a parent or legal guardian. Limit one prize per household.

4. Drawing and Awarding of Prizes: Drawing and Awarding of Prizes: Three Hundred Sixty Nine (369) random drawings will be held during the sweepstakes period, one (1) random drawing for each Daily Entry Period. During the last four (4) days of December 2009 and the months of January, February and March 2010, Five Hundred (500) winners will be drawn for each Daily Entry Period. For the months of April, May, June, July, August, September, October, November and December 2010, Twenty Four (24) winners will be drawn for each Daily Entry Period. Random drawings will be held on or about the first day following each Daily Entry Period from all eligible entries received during that Daily Entry Period. Prizes will be mailed to winners via postal mail. Non-winning eligible entries from each Daily Entry Period will be entered in subsequent drawings. Drawings will be conducted by an independent judging organization whose decisions are final on all matters relating to this sweepstakes.

5. Limitation of Liability: By entering this Sweepstakes, all entrants agree to these Official Rules. Winners agree that (except where prohibited) Sponsor may use winner’s name, picture, likeness and voice for advertising and promotional purposes without further compensation. Sponsor, its promotional and advertising agencies, and all respective officers, directors, employees, representatives and agents shall have no liability and shall be held harmless by winners and guests for any damage, loss or liability to person or property, due in whole or part, directly or indirectly, by reason of the acceptance or use of a prize or participation in this Sweepstakes. Any and all claims, judgments and awards shall be limited to actual out-of-pocket costs incurred, including costs associated with entering this Sweepstakes, but in no event attorneys’ fees. Sponsor reserves the right, in its sole discretion, to modify, cancel or suspend part or all of this Sweepstakes should virus, bugs, non-authorized human intervention or other causes beyond the control of Sponsor corrupt or impair the administration, security, fairness or proper play of the Sweepstakes. In such event, Sponsor may award prizes in a random drawing from all eligible entries received up to the date of cancellation or suspension. Sponsor and its promotion and advertising agencies are not responsible for technical, hardware, software or telephone failures of any kind, lost or unavailable network connections, fraud, incomplete, garbled or delayed computer transmissions, whether caused by Sponsor, entrants or by any of the equipment or programming associated with or utilized in the promotion or by any technical or human error which may occur in the processing of submissions which may damage a user’s system or limit a participant’s ability to participate in the promotion. Sponsor may prohibit an entrant from participating in the Sweepstakes or winning a prize if, in its sole discretion, it determines that said entrant is attempting to undermine the legitimate operation of the Sweepstakes by cheating, hacking, deception, or other unfair playing practices (including the use of automated quick entry programs) or intending to annoy, abuse, or threaten any other entrants or Sponsor representatives. Offer void where prohibited and subject to federal, state and local laws.

CAUTION -- ANY ATTEMPT BY AN ENTRANT TO DELIBERATELY DAMAGE THE WEBSITE OR UNDERMINE THE LEGITIMATE OPERATION OF THE SWEEPSTAKES MAY BE IN VIOLATION OF CRIMINAL AND CIVIL LAWS. SHOULD SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK REMEDIES AND DAMAGES (INCLUDING ATTORNEY’S FEES) FROM ANY SUCH ENTRANT TO THE FULLEST EXTENT OF THE LAW, INCLUDING CRIMINAL PROSECUTION.

6. Winners’ List: A list of winners will be posted on the website at www.BeginWithCheerios.com on a monthly basis.

7. Sweepstakes sponsored by:

General Mills Sales, Inc.,
One General Mills Boulevard,
Minneapolis, MN 55440.