General Mills is much more than just a flour mill by now; it serves people throughout America with foods for almost every occasion. General Mills is among the world’s largest FMCG companies . It was founded in 1866 and its corporate headquarters is located in Golden Valley, Minnesota, United States. According to the latest annual report, General Mills generated net sales of about 18.1 billion U.S. dollars. General Mills' employee headcount is approximately 35,000 around the world.


General Mills owns brands such as Häagen-Dazs, Cheerios, Trix, and Cocoa Puffs. To promote these brands and others, the company spends about 736.3 million U.S. dollars on advertising and media activities . Many of the company’s food brands have leading market positions within their specific category. The company is a leading vendor of granola bars , based on category sales of about 305.6 million U.S. dollars. General Mills' granola bar brands include Nature Valley and Cascadian Farm. The product portfolio includes baking products, cereals, dough/pastries, ice cream, snacks, soups, and yogurts. Category-wise, snacks bring in the lion's share of the company's net sales , followed by convenient meals and cereal products.

Regional Retail

The North American region is the core market for the company. Currently, about 60 percent of General Mills’ net sales are generated by retailing in North America. The operating profits of the region's retail are reflecting this. Approximately 2.6 billion U.S. dollars of operating profits are generated by General Mills in NA retail. Drilling down shows that U.S. meals and baking are the leading sales category in the NA retail segment. U.S. cereal and U.S. snacks come before the first non-U.S. division, Canada.


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