In fact, more than 1 million households eat it for dinner each weeknight. That’s a lot of people that little box is helping.

But, like all good things, evolution is important. So we’re changing some things.

The packaging now has a fresh new look. The product itself is in the process of getting a makeover, with lower levels of sodium, and several new product launches — like Sweet & Sour Chicken, and an even-cheesier Ultimates line.

And, to celebrate this new era of Helper, we have an enormous red truck that’s heading across the country on a mission to hand out samples and to get to know members of those 1 million households.

America’s Helper Tour is making stops in 16 major cities, at a variety of large-scale events and community gatherings.

We’re handing out samples to hordes of hungry players at Little League games.

We’re interviewing community leaders, like firefighters, to find out what the word “help” means to them.

And we’re finding interesting stories along the way that we’re sharing at www.americashelper.com.

The truck has been a resounding success so far. People stop and take pictures with it at gas stations, we’ve been getting letters and Facebook posts about how great it is, and, yes, sales have increased at the locations we’ve visited.

So if you happen to see the truck and “Lefty” – our name for the Helper hand – give him a wave or a hug and ask for a sample of the new Helper line. We think you’ll be pleasantly surprised.

That’s where it starts, according to Mark Addicks, senior vice president and chief marketing officer at General Mills. He spoke at the Minnesota American Marketing Association’s annual conference last week.

I attended his keynote at the “Marketing in the New World” event. Mark was the perfect speaker for the marketers and students in the room, considering the changes he’s overseen and the campaigns he’s led at General Mills.

The foundation for his talk, “The Plan for Remarkable Marketing,” focused on the opportunities companies of all sizes have today, provided their companies and brands have remarkable products or service to talk about.

“This is the most exciting time to be in marketing,” he said. “Marketing can amplify. It adds fuel and fire to great brands and products and experiences. But without that, don’t waste your time.”

Mark said once a business has remarkable products or service experiences, “you can really innovate and have fun with how you bring it to market.”

For example, he told the group that Fiber One’s “Magic Brownies” online campaign in 2011 – which featured Cheech and Chong – was certainly a unique way to spread the message that as you get older, “you might need a different kind of brownie” in your life.

Mark also spent some time in his talk noting that General Mills has evolved its thinking about a brand promise (a truth or point of view that a brand cares about passionately) to also developing and embracing a brand purpose (a brand’s commitment to its belief).

“We believe that the difference between a brand and a product is a purpose. This has really driven our business,” he said.

He highlighted Pillsbury’s belief – “The ability to make is in everyone’s hands” – and its purpose, to “Inspire and empower the makers in all of us.”

Mark also said he advises marketers for our brands to “think like a startup” to better adapt to the changes in the marketplace. Meaning, they should get serious about the concept of testing campaign ideas and learning from them. He said it’s about “embracing experimentation” and what he calls “good enough.”

“Get things out into the marketplace, don’t make them perfect. Let people use them and then observe and listen. It’s not about working longer and harder. It’s about working faster and smarter,” he said.

Mark pointed to what Yoplait did to showcase how they listened to consumers, made changes to the product, and then did marketing around that change (Watch “Sparked by a post”).

Mark closed his talk, encouraging attendees to take advantage of the changes in marketing happening right in front of them.

And, to have fun.

“Think big,” he said. “Ask ‘What could that look like? What could that feel like? What could we do?’ You’re seeing small companies think very, very, big, and big companies that aren’t thinking big enough. So have fun, because you know what the idea is, and you know where you’re going to play and you know it’s remarkable. So make it as fun and as engaging as you can be.”

The Betty Crocker innovation team is gearing up to launch several new products this summer, including cookie mixes, cupcake mixes and frostings.

So we thought it was a great time to invite some of our most passionate fans into the Betty Crocker Kitchens to be the first to bake some of these new products – and to get a behind-the-scenes tour.

In all, we brought in 40 fans who received a short history lesson on the Betty Crocker brand and an opportunity to bake our new cookies and cupcakes.

Included in the group were an aunt with her nephew, a mother and son, and several moms and daughters.

It marked the first time we’ve invited such a large group of consumers into our Kitchens since 1986 when we stopped giving public tours. Several of our guests shared their memories of visiting us more than 25 years ago.

After Betty’s Big Bake Day, the emails and feedback came pouring in.

“I want to again say thank you for a fun morning baking and touring General Mills,” wrote one visitor. “It was a truly great morning and I have been telling all my friends about it.  They all – including my 25-year-old daughter – are very envious!”

We hope to invite more people into our Kitchens in the future.

Betty Crocker has helped generations of families – our motto is to “Help Make Home.” So it only seems natural to bring our most loyal fans into the heart of our home – our Kitchen.

With Mother’s Day in the U.S. this Sunday, we asked our Twitter followers and employees to share their memories and the best advice their mom gave them in the kitchen.

Natalie Vandenberghe, of Junction City, Ore., told us, “This is my first Mother’s Day without my beloved mother. Sweet memories of great times in the kitchen and around our table abound.”

Vandenberghe says, “My mother, Sandy, was the perfect hostess. Everyone was welcome at our table. I have so many fond memories and hope that I’m able to pass on some of this wonderful legacy to my own children.”

In terms of baking, she says she definitely had some lessons to learn from her mom. “I remember being admonished for not using a big enough pan or for using a spoon that didn’t have a long enough handle!”

Julie Maletto Fitzpatrick, from Rogers, Ark., tweeted us that the best advice that her mother regularly offers is: “Come over, I’m making dinner.”

“come over I’m making dinner ” “@generalmills: What was the best #cooking or baking advice your mom ever gave you?”

— Julie M. Fitzpatrick (@Juletto) May 1, 2013

That’s one way to do it!

“My mom is the best cook in my entire family,” Maletto Fitzpatrick says. “She learned from her mother, her own grandmothers and her mother-in-law. My mom still cooks all of our big family and holiday meals because why mess with perfection!”

Jody Ratliff, from Georgia, tweeted us her mom’s advice: “It’s okay to cook slowly, it’s better to take more time than to have wasted the effort by burning.”

@generalmills It’s okay to cook slowly, it’s better to take more time than to have wasted the effort by burning.

— Jody Ratliff (@Jodinar1993) May 1, 2013

Ed Fitch, an engineer who works with our frozen foods at General Mills, told us some of the best advice from his mother, below, was about “hidden” vegetables.

“She blends garden zucchini, cucumbers, and peppers into her signature sauces,” says Ed.

Finally, Crystal Ponti (@mommifried) emailed us the advice her mom gave her that she has truly taken to heart. “My mother always said to ‘get creative’ and don’t be afraid to take risks in the kitchen. This has stuck with me to this day.”

Ponti says her creativity works out, for the most part.

“I’m notorious for putting my own spin on recipes and for really pushing the line when it comes to testing new baking methods, throwing something completely unconventional in the crock pot or using a spice where it traditionally does not belong. Naturally, I have some wins and also some huge losses (much to the dismay of my smoke alarm, and my German Shepherd and family). But at the end of the day, I’ve had fun. And that’s what cooking and baking should be all about.”

What did your mom tell you about cooking and baking?

Please share that advice in the comments below.

Happy Mother’s Day!

That spirit of invention continues to thrive at General Mills, most recently at “Idea Weekend 2.0” held April 12-13.

At Idea Weekend, General Mills employees make 60-second pitches of their ideas, then form into teams to develop working prototypes – all in just two days.

Modeled after “Startup Weekend” – a non-profit organization that runs events around the world to spark new startup businesses – Idea Weekend showed that good ideas can come from anywhere within an organization.

Forty-six employees from seven General Mills functions pitched a total of 35 ideas during the weekend – an even larger group than participated in our first Idea Weekend last year.  From there, the group voted on the top ideas and narrowed the list down to eight finalists, which were consolidated into six teams.

At the end of day two, each team presented its prototype and business case to senior leaders within General Mills.

The ideas covered a wide range of areas:

• GConnections: A new way to help employees network.

• GVenture: An employee innovation engine.

• Protein Power: An R&D process improvement that increases speed to market.

• Receipt Monster: A new way to reward consumers.

• SoFood: A place for people share personal stories about food.

• Waldo: An internal geo-location tool.

“I loved that we were able to ideate around creative solutions for our internal and external issues and that we had the chance to build a working prototype to share with senior leadership,” says Achala Gopal, an integrated communication planning associate with our Marketing department who participated in Idea Weekend. “I would say that Idea Weekend has been one of my most memorable experiences here at General Mills, and I’m looking forward to the next one.”

Idea Weekend is just one of many avenues at General Mills to find good ideas. Our General Mills Worldwide Innovation Network also works with people outside of General Mills who have innovative ideas for new products, packaging or products. So by all means, if you have an idea, please contact us.

Tim Huebsch, an engagement manager with our Global Business Solutions team and one of the founders of Idea Weekend, says the energy and passion of Idea Weekend participants is amazing.

“The amount the teams are able to accomplish in a very short period of time surprises everyone and the benefits go far beyond the weekend. New connections are created across functions, which will help ignite more good ideas into the future.”

You can read more about Idea Weekend 2.0 at TECHdotMN (“General Mills rocks Idea Weekend 2″).

Collaboration brings together a variety of different personalities, each with its own unique experience and expertise, and each equally important to the innovation process. However, when you look at open innovation in particular, one personality type becomes critically important – that of a connector, or a connected innovator.

I’m continuously inspired by the many great connected innovators on our team at General Mills. By taking a connected approach to innovation, our talented scientists and food technologists have led and contributed to countless successful open innovation projects, from Yoplait Smoothies to Fiber One 90-Calorie Brownies to Nature Valley Protein, Yoplait Greek 100, and many more.

From what I’ve witnessed since launching G-WIN six years ago, there are certain standout traits shared by some of our best and most successful connected innovators.

In the cover story of the current issue of PDMA Visions magazine, I outline eight characteristics that I believe make up the “DNA of a Connected Innovator.” You can read the article online here.

What do you think is the most important trait for innovation success?

How are things shaking out in the kitchen? What will you be seeing on the table over the next few months?

We asked five of the food experts who helped determine the nominees for The Munchies: People’s Choice Food Awards from Tablespoon.com (You can vote for the winners by April 30!).

Andrew Zimmern, chef, TV personality and host of “Bizarre Foods”

Zimmern was once again tapped to help lead the process to distill the big, juicy world of food experiences down to a handful of nominees for the 20 categories in the Munchies. (Hear him talk about why the Munchies are different from other food awards, in this audio interview).

As for trends, Zimmern says the craft food movement is the biggest one that he’s been watching for the home cook. He says making your own bacon, soy sauce, sauerkraut and pickles is just the beginning.

Graham Elliot – chef, TV personality and judge on Fox’s “MasterChef”

“I see a big focus on vegetable-based dishes: Not your usual sides and salads, but a big push for vegetable entrees without the feeling of being deprived of meat! This trend is easy for home cooks to follow. Go to the market and experiment with different vegetables you normally don’t try. The trick is to simply prepare the veggies so they taste like themselves!”

Angie Dudley – Bakerella and author of “Cake Pops”

“I think scaled down sweets are still popular right now. Miniature versions of full-size desserts make people feel special when presented in individual servings. Cake pops are everywhere. Also mini pies, tarts and desserts in jars too.

“Another sweet I keep seeing is macaroons. But not just round, beautiful ones. People are really getting creative and kicking up the cute factor by making these charming treats look like bunnies, chicks, snowmen and bears. It makes you love them even more, if possible.”

Dean McDermott – Actor, The Gourmet Dad and winner of “Rachael vs. Guy: Celebrity Cook-Off” season two

“The trend I want to see is kids eating what their parents eat. It’s time to get rid of the delineation between adult food and kids’ food! It’s time for parents to stop being short-order cooks and to start teaching kids how to eat like the grown-ups.

Dean’s tips for frustrated parents?

“Keep trying. There are battles you will win and battles you will lose, but the important thing is that you keep trying. Get in the  kitchen and experiment! Try new things and make mistakes. You’ll learn from your mistakes and the next time you attempt that dish, you’ll nail it. Also, getting your kids involved in the preparation and creation of a meal not only teaches them about  what goes into their food, but also gives them a sense of accomplishment and a vested interested in trying what they have  made.”

Kristen Olson – Digital Food Editor in the Betty Crocker Kitchens

“I’m excited that more and more people are cooking at home and really getting into it, whether it’s a recipe they already know or experimenting with things like kimchee and artisan bread — both are really big right now.

“I see the trend of DIY continuing to grow as more people take on making their own soda and yogurt. As for baking, I love seeing how far gluten-free and allergen-friendly treats have come and I predict that they’re only going to become more prevalent and more delicious.

“It seems that every year or so a new cultural cuisine is tagged as the ‘it’ food — Spanish tapas, Thai street food, for example. A great way to try these flavors at home is to shop the international aisles of the supermarket and try a new spice like za’atar sprinkled on pita chips or  sweet potato fries.”

We want to hear from you. What are your favorite food trends and hot spots?

Vote now, and often, through April 30, at  Tablespoon.com/themunchies!

And if you’re interested in learning more about 2013 food trends, see our earlier post compiled by our Global Consumer Insights department.

David, who works as an account director for the Minnesota public relations firm Bellmont Partners, really loved Totino’s Mexican Style Party Pizza. During college and for several years afterward, the Mexican Style Party Pizza was his favorite. But it was discontinued in 2007.

Ever since, he has led the charge to bring it back. He started the Bring Back Totino’s Mexican Style Party Pizza Facebook page that has more than 1,000 “likes.” But he didn’t stop there.

David called our Consumer Services hotline to plead for the return of the pizza, and one of his like-minded Mexican Style Party Pizza fans even petitioned Change.org to bring it back.

The Totino’s team was inspired by David’s passion and decided to do exactly as he and his followers requested. For a limited time (March through May), we’ve brought back Mexican Style Party Pizza, which you can now find at select U.S. retail locations.

After carefully orchestrating a top secret re-launch plan, we surprised David at work with a mariachi band, a year’s supply of his favorite pizza, and $500 in bonus Box Tops for Education box tops for his children’s elementary school.

In addition, we partnered with a Twin Cities-based radio station, KDWB, and one of its hosts, Steve O, to announce a contest to allow other fans to enter for a chance to win a free year of Mexican Style Party Pizza.

Totino’s began as single pizza parlor in St. Paul, Minn., back in 1951. We know how important it is to listen to our customers, so we’re thrilled to be bringing Mexican Style Party Pizza back.

For the past two years, I’ve had the privilege of designing the General Mills custom retro cereal boxes that appear in Target stores.

As an art director at Curb Crowser, a design agency in downtown Minneapolis, I worked closely with the General Mills, Target and Hasbro marketing teams, as well as the project managers, copywriter and production staff from our own team.

This year, we put more of a “vintage” spin on the retro boxes, by teaming up with Hasbro and their vintage-edition board games. All five boxes feature a $5 coupon for any of the four games: Scrabble, Clue, Parcheesi and Risk.

Five Big G boxes received a retro makeover this year: Cheerios, Honey Nut Cheerios, Lucky Charms, Cocoa Puffs and Cinnamon Toast Crunch.

Each box design was pulled from a different era, ranging from the early 1940s to the early 1970s.

The Cheerios box is the oldest of the group, dating to 1944. The front of the box features a cereal bowl with blue stars and stripes, giving it a war-era feel. As you may know, the original box was titled “Cheerioats” and was marketed as a ready-made alternative to oatmeal.

The first step in creating the retro boxes is to gather original artwork from the archives at General Mills. The original artwork and package files from those times were not in digital form and needed to be scanned in or completely recreated.

We then carefully matched fonts, redrew elements and reshot the cereal photography in order to make the packages as authentic and true to the originals as possible.

In the case of the Cheerios box, we were able to track down the original stars and stripes bowl from the General Mills archives!

In addition to reconstructing the original artwork, we created four unique activities for the back of the boxes. All of which were inspired by Hasbro’s vintage board games.

We incorporated the type of cereal with the Hasbro game. For example, the Lucky Charms box features a game called “Breakfast Bandit,” where you try to find the hidden charms in a kitchen scene reminiscent of the kitchen found on the Clue game board.

On the back of the Cheerios box you can play “Cereal Scramble,” a word scramble game with point tiles similar to those in Scrabble. Seventeen letters from the unscrambled words make up the name of the inventor of Scrabble!

Each box also includes fun trivia facts about the original Hasbro games, along with delicious “game night” recipes developed by General Mills.

The retro boxes are always a fun project to work on, since General Mills cereals have such a rich history and visual claim to our collective pop culture.

The boxes are always a big hit with collectors and people who vividly remember the time periods when the boxes appeared on-shelf.

As an art director/designer, I love working with the vintage charm and timeless feel that make these boxes so memorable.

Passover Apple Muffins – BettyCrocker.com

Finely broken matzoh replaces the flour in these moist and lightly sweet muffins.

Healthified Spring Brunch Strata – LiveBetterAmerica.com

An easy-to-make egg and cheese dish that tastes great and is better for you.

Pesto and Pepper-Stuffed Leg of Lamb – Pillsbury.com

Lots of fresh pesto and flavorful herbs and spices bring out the best in this tender, slow-roasted leg of lamb.

Bourbon-Glazed Ham — BettyCrocker.com

Forgo the traditional Easter ham and spike the glaze with bourbon for an extra special smoky treat.

Strawberry Rhubarb Meringue Clouds – LiveBetterAmerica.com

These crisp meringue clouds hold lots of sweet fruit deliciousness. They’re free of flour, too!

Easter Chicks Cupcakes — Pillsbury.com

These easy cupcakes are almost too cute to eat!

Fruity Spring Cocktail — Tablespoon.com

Whether it’s brunch or dinner, top off your celebration with this fruity cocktail from Tablespoon.com blogger Sugar and Charm.

Happy Passover, Happy Easter and happy spring to all! For more spring food ideas, visit our Pinterest boards.