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. 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.  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.  9 Annual Report 2010