General Mills 2021 – Step Up to Win Fitbit Inspire 2TM fitness trackers (the 'Contest') Rules and Regulations.


The Contest is sponsored by General Mills Canada Corporation (the “Sponsor). Contest begins on Monday, January 4, 2021 at 12:00:00 a.m. Eastern Time (ET) and ends on Saturday, July 31, 2021 at 11:59:59 p.m. (ET) (the “Contest Period”). NO PURCHASE NECESSARY. Making a purchase will not increase chances of winning. The Contest is subject to all applicable federal, provincial, and local laws and regulations, and is void where prohibited.


The Contest is open to all residents of Canada who have reached the age of majority in their province or territory at the time of entry. The Contest is not open to: (i) employees, officers, directors, representatives or agents of the Sponsor, or the Contest’s administrator, or any of their respective parent companies, subsidiaries and affiliates; (ii) the spouse and any member of the immediate family (defined as biological, step or adoptive mother, father, daughter, son, sister or brother) of any person described in (i); and (iii) any person who resides with any person described in (i) or (ii).

Participation constitutes entrant’s full and unconditional agreement to these Rules and the Sponsor and administrator’s decisions, which are final and binding in all matters related to the Contest. In order to be eligible to win the Prize in the Contest, entrants must comply with these Rules.


There are two ways to enter the Contest: (I) Online Entry, or (II) Mail-In Entry.

Online Entry: To enter the Contest online, participants will need to:

a. Purchase one (1) participating product listed below (the “Participating Products”) on one (1) store receipt (the “Receipt”), during the Contest Period. One (1) entry per validated Receipt.

Participating Products are subject to availability:

Cheerios™: Yellow Box 350 g, Multigrain 342 g or Jumbo 1.24 kg, Naturally Flavoured Honey Nut 430 g or Jumbo 1.51 kg.; Lärabar: Peanut Butter Chocolate Chip 225 g  5ct, Peanut Butter 240 g  5ct, Coconut Cream 240 g 5ct, Apple 225 g 5ct; Nature Valley™: Crunchy Oats “N” Honey 690 g 15ct, Sweet & Salty Peanut 525 g 15ct, Sweet & Salty Dark Chocolate 525 g 15ct, Protein XL Peanut Butter Dark Chocolate 420 g 7ct.

b. Enter via the Internet by going to (the “Contest Website”) and follow the link to the contest registration page.

c. Complete the entry form on the Contest Website by filling in your name, mailing address with postal code, e-mail address, telephone number, date of birth, and provide a photo of a single Receipt, clearly showing the participating store name, the date and time of transaction and the one (1) Participating Product Receipt in a single transaction that must be purchased during the Contest Period.  

d. Then submit the entry form by clicking on the “Submit” button. Administrator’s computer is the official time keeping device for the Contest. Online entries must be received by 11:59 p.m. (ET) on Saturday, July 31, 2021. Entries submitted after the Contest Closing Time will not be accepted.

e.  Receipts that cannot be validated for any reason will be rejected. Reasons for rejections include, but are not limited to: (i) fails to pass anti-fraud detection system; (ii) is unauthorized, fake, not from a participating store or has been illegitimately obtained; (iii) contains any messages, or other markings not recognized by the administrator; (iv) is illegible, unreadable, not in focus or blank; (v) has been previously used by this entrant or any other entrant; (vi) does not include the Participating Products, the correct number of Participating Products or is not during the Contest Period; (vii) does not show the complete receipt; (viii) the uploaded image is an image of something other than the receipt; or (ix) is incorrectly or incompletely entered or submitted. For further clarity, sponsor has the right to invalidate any entry due to a rejected receipt for ANY of these reasons.

Mail-In Entry: No purchase is necessary to enter the Contest by following these steps:

No Purchase Entry: For a chance to win without purchase, participants should write a unique 50 word essay on why he/she purchases General Mills Canada products (the “Essay”), hand print his/her name and complete mailing address, e-mail address, phone number and birth date on a 8.5" x 11" piece of paper (mechanical reproductions void) and mail the Essay to the address directly below. Essays must be received by Monday, July 19, 2021 in order to be eligible to enter Contest. Limit 1 Essay entry per household. The sponsors contest management company will enter the contest on your behalf with the e-mail address you provided. An e-mail will be sent to that e-mail address notifying you if you have won a prize pending verification and correctly answering the skill-testing question. If the e-mail address provided is not valid or is unreadable then your entry will be void and you will not be notified.

Fitbit Contest                                                                                                                                                              

70 East Beaver Creek Rd., Suite 30,

Richmond Hill, ON, L4B 3B2   


a. Grand Prizes:  There are Five Thousand (5,000) Fitbit Inspire 2 Trackers, including a free 1-year trial of Fitbit Premium (each, a “Grand Prize”) available to be won. Each Grand Prize consists of one (1) Fitbit Inspire 2 Tracker, including a free 1-year trial of Fitbit Premium for new Premium users.

The approximate retail value of each Grand Prize is $129.95 CDN. For the 1-year trial subscription for Fitbit Premium a valid payment method is required. Cancel before free trial ends to avoid subscription charges. Offer valid for new Fitbit Premium users only.  See Fitbit Terms for Paid Services on

b. Entry Prizes: Each of the first two million (2,000,000) entrants, who do not win a Grand Prize, will be provided a link that can be used to redeem for an Entry prize of One (1) 3-month trial subscription for Fitbit Premium, for new Premium users (each, an “Entry Prize”)*. A valid payment method is required. Cancel before free trial ends to avoid subscription charges. Offer valid for new Fitbit Premium users only.  See Fitbit Terms for Paid Services  One Entry Prize per person.  Maximum of 2,000,000 Entry Prizes available

* Fitbit tracker not included.

c. The total retail value of all the Grand Prizes will depend on the number of entries received.

The Prizes are non-transferable and no substitution will be made unless Sponsor, in its sole discretion, determines otherwise. Sponsor reserves the right to substitute a prize for one of equal or greater value should it become unavailable for any reason. Winners are responsible for all taxes and fees associated with prize receipt and/or use.


a. Grand Prize: The odds of winning a Grand Prize will depend on the total number and timing of entries received.

The total maximum number of Grand Prizes available to be won is Five Thousand (5,000).

There are One Thousand (1,000) Grand Prizes available for instant winning through timing of entry received. The odds of winning an instant win Grand Prize through this method will depend on the total number and timing of entries received.

There are Four Thousand (4,000) Grand Prizes available for instant winning through a random selection. The overall odds of winning one of the remaining Four Thousand (4,000) Grand Prizes through this method are 1 in 2,500. Prior to the Contest Opening Date, Sponsor will randomly select Four Thousand (4,000) winning numbers between 1 and 10,000,000. Every receipt entered is turned into a unique random number between 1 and 10,000,000. The said unique number is assigned to the entrant and checked against the list of 4,000 pre-selected winning numbers. If that unique random number matches with a pre-selected winning number, the entrant will potentially win one (1) of the Grand Prizes. Total number of entries are limited to 10,000,000.


b. Entry Prize: The first two million (2,000,000) entrants who do not win a Grand Prize are eligible for one (1) Free Three-Month trial subscription for Fitbit Premium. Limit one subscription per person. Maximum 2,000,000 Entry Prizes available.

c. Entry is limited to one (1) per official Receipt or Essay submitted. Limit one entry per household per day.

The online portion of this contest is purely for entertainment purposes and to enhance the contest experience. 

Please allow up to 12 weeks following receipt and confirmation of your declaration for Grand Prize delivery.

General Mills Canada is not responsible for any entries that are lost, late, incomplete, illegible, or misdirected.


a. Potential Prize Winner

a. Entry Prizes: Upon completion of the online entry form,  you will be informed immediately on the Contest Website and by email whether you have potentially won a Grand Prize, pending successful receipt validation and verification and correctly answering the skill testing question.

For Online entries: If your entry does not entitle you to this instant win option, you will receive in the notice the following message: “Sorry you did not win a Fitbit prize.” The first 2,000,000 non-winning entries will also receive the following message: You are eligible to claim one (1) free Three-month Fitbit Premium subscription for your participation”.

To use your Entry Prize and subscribe to the three-month Fitbit Premium subscription, a link will be emailed to you within 8 to 12 weeks of your entry.  Click the link “Free Three-Month Fitbit Premium Subscription” on the notice email sent to you and follow the instructions. A valid payment method is required. There will be no charge for your first three months of the subscription. Cancel before free trial ends to avoid subscription charges. It will be your responsibility to cancel the subscription if you wish not to proceed with the service.

b. Instant Win: For Online entries that are eligible for instant win (by both the timing method and the random selection method), upon completion of the entry form,  you will be informed  immediately on the Contest Website and by email whether you have potentially won a Grand Prize, pending successful receipt validation and verification and correctly answering the skill testing question.  If you have potentially won a Grand Prize a message will appear: “Congratulations. You have been selected to win a Fitbit Inspire 2 Tracker and a free 1-year trial subscription for new Fitbit Premium users”.

You are not automatically a winner until your Receipt (or Essay for Mail-In Entry) has been validated and verified and you correctly answer a mathematical skill-testing question. Each selected entrant will also be required to sign and return, within the time stipulated in the documents, a Declaration of Compliance with these Rules and a Liability and Publicity Release (collectively, the “Declaration and Release”). Once completed, the winner’s contact information will be forwarded to the Sponsor or representative to arrange the prize fulfillment. The Online Entry grand prize winners if requested must present the original receipt. Failure to submit the receipt upon request may result in disqualification and forfeiture of the Prize.

c. If the selected entrant cannot be reached within ten (10) business days of the date of being declared a potential winner, fails to submit the completed Declaration and Release within the time allotted, or fails to correctly answer the skill-testing question, the Sponsor or Contest’s administrator shall conclude that the selected entrant has forfeited the Prize, which may then be awarded to an alternate eligible entrant at the Sponsor’s discretion.

The Prize portions that require delivery will be delivered to the confirmed winner.


All entries become the property of the Sponsor and will not be returned.

Any use of automated devices is prohibited. Entries attempted by methods other than those described in these Official Rules shall be deemed void. Any attempt by any participant to obtain more than the stated number of entries by using multiple/different e-mail addresses, identities, registrations and logins, or any other methods will void that participant's entries and that participant may be disqualified. Use of any automated system to participate is prohibited and will result in disqualification.

In the event of a dispute as to any registration, the authorized account holder of the e-mail address used to register will be deemed to be the registrant or player. The “authorized account holder” is the natural person assigned an e-mail address by an Internet access provider, online service provider or other organization responsible for assigning e-mail addresses for the domain associated with the submitted address. A selected entrant may be required to provide Sponsor with proof that he/she is the authorized account holder of the e-mail address associated with the selected entry. Proof of sending will not be deemed to be proof of receipt.

Sponsor also reserves the right at its sole discretion to disqualify from this Contest, and any future contest or other promotion Sponsor conducts, any individual that it finds or believes to be tampering with the entry process, or the operation of the Contest or Contest Website, to be acting in violation of the Official Rules or in an unsportsmanlike or disruptive manner, or with intent to annoy, abuse, threaten or harass any other person.



By entering the Contest and/or voluntarily providing his/her personal information, each entrant consents and agrees to the collection, use and disclosure of the entrant’s personal information by Sponsor and its third-party services’ providers for the purpose of administering the Contest and fulfilling the Grand Prize. The Sponsor will not use an entrant’s personal information for any other reason, nor will the Sponsor otherwise disclose it to any third party without consent of entrant. Visit  for additional information on how your personal information is being handled.


By entering the Contest, entrants agree that the Sponsor shall not be responsible or liable for any losses or injuries of any kind resulting from participating in the Contest or acceptance, possession and/or use or misuse of the Grand Prize or Entry Prize, or any part thereof, and agree to release, discharge and hold harmless the Sponsor, and its respective officers, directors, parent companies, subsidiaries, affiliates, related companies, advertising and promotional agencies, Participating Retailers, Contest administrators, third party services’ providers and prize suppliers (collectively, the “Releasees”) from all claims or damages arising out of entrant’s participation in the Contest and/or acceptance, use or misuse of the Grand Prize or Entry Prize, or any part thereof. By accepting the Grand Prize, the prize winner agrees to the use of his/her name, city of residence, photograph and/or other likeness in any related publicity for Sponsor, in any medium, including presence on the Sponsor’s website, without further compensation or permission, worldwide and in perpetuity. Sponsor makes no representation or warranty that any identification, videotape, photograph and/or likeness of the winner will be broadcast or used otherwise in any manner.


All decisions of the Sponsor and the Contest’s administrator are final and binding in all matters relating to this Contest, and the Sponsor and the administrator shall not be held responsible for any accident, negligence, printing, administrative or other errors that may arise or occur in connection with the Contest. The Sponsor reserves the right to modify, amend, suspend, or terminate this Contest in whole or in part, at any time without notice and with no obligation or liability, subject to applicable law. If the Contest is terminated, in whole or in part, before the end of the Contest Period, the Sponsor reserves the right to select the winner in a random drawing from all eligible, non-suspect entries recorded and received by the Sponsor as of the date of the termination or the event causing or relating to the termination, as determined by the Sponsor in its own discretion.

The Contest Sponsor and affiliates are not responsible for: (a) any incorrect or inaccurate information, whether caused by entrants, printing errors or by any of the equipment or programming associated with or utilized in the Contest; (b) technical failures of any kind, including, but not limited to malfunctions, interruptions or disconnections in phone lines or network hardware or software; (c) unauthorized human intervention in any part of the entry process or the Contest; (d) technical or human error which may occur in the administration of the Contest or the processing of entries; (e) any injury or damage to persons or property which may be caused, directly or indirectly, in whole or in part, from entrant’s participation in the Contest or receipt or use or misuse of any prize; (f) the security or privacy of information transmitted via computer networks; or (g) breaches of privacy due to interference by third party computer hackers or for any damage caused to or incurred by any eligible entrant or any other person by reason of any such event or occurrence. If for any reason an entrant's entry is confirmed to have been erroneously deleted, lost or otherwise destroyed or corrupted, entrant’s sole remedy is another entry in the Contest, unless it is not possible to award another entry due to discontinuance of the Contest, or any part of it, for any reason, in which case entrant will have no remedy against Sponsor. No more than the stated number of prizes will be awarded. In the event that production, technical, seeding, programming or any other reasons cause more than the stated number of prizes as set forth in these Rules to be available and/or claimed, Sponsor reserves the right to award only the stated number of prizes by a random drawing among all legitimate, unawarded, eligible prize claims. Entries are subject to verification and will be declared invalid if they are incomplete, garbled, forged, falsified, altered, or tampered with in any way.

  1. The Releasees shall not be liable to Prize winners or any other person for failure to supply any Prize or any part thereof by reason of any acts of God, any actions, regulations, orders, or requests by any governmental entity, equipment failure, terrorist acts, war, fire, unusually severe weather, embargo, labour dispute or strike, labour or material shortage, transportation interruption of any kind, or any other cause beyond the reasonable control of the Releasees. 
  2. Sponsor reserves the right, subject only to the jurisdiction of the Régie des alcools, des courses et des jeux, where applicable, to cancel, modify, suspend or terminate the Contest, to change any Contest draw dates and to modify these Rules at any time without notice, for any reason, including, without limitation, if, in the opinion of the Sponsor, in its sole and absolute discretion:
  1. fraud, misconduct or technical failures destroy or threaten the integrity of any portion of the Contest;
  2. a computer virus, bug, or other technical problem corrupts the administration, security, or proper conduct of the Contest; or
  3.  there is any accident or printing, administrative or other error of any kind related to the Contest.


Any litigation or dispute respecting the conduct or organization of a publicity contest may be submitted to the Régie des alcools, des courses et des jeux for resolution. Disputes about the awarding of a prize may be submitted to the Régie only for the purpose of helping the parties reach a settlement.

All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the rights and obligations of the entrant and Sponsor in connection with the Sweepstakes, shall be governed by, and construed in accordance with, the laws of Ontario.

Fitbit, the Fitbit logo and Fitbit Inspire 2 are trademarks of Fitbit, Inc. This Contest is in no way sponsored or administered by Fitbit.