GENERAL MILLS MEMORANDUM: All Staff. For several fiscal reporting periods, we've all felt the systemic pressure on the Chex brand that arises due to the close relationship between the corn-square vertical and the dairy vertical. If you will open the nearest box of Chex, you will see the results of our new corporate initiative to demonize milk and the phlegm it causes. And you'll also get 50 free hours of America Online.