A comprehensive background of General Mills containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
3. Founded on June 22, 1928 by James Ford Bell of Washburn Crosby
Washburn Crosby, Sperry Flour Company, Kell Group of Mills, and
Larrowe Milling Company had been its original component parts.
The growing scale of retailers and consumers’ bargaining for lower
prices, were some of the issues that Bell anticipated.
Bell proposed a full-blown merger of like-minded millers across the
country, to address the issues.
One of his ideas was to build a new a company with a newly true way
of operating that led him to purchase selected mills.
After six months since the company’s formation, it added mills in
Wichita Falls, Amarilo, Vernon, Waco, and El Reno.
Before long, General Mills had 27 associated operating companies in
sixteen states.
The company become the largest miller in the world.
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4. Back in 1880, Washburn Crosby won gold, silver and bronze medal in
the first International Miller’s Exhibition in Cincinnati, with the winning
flour re-christened Gold Medal flour.
Gold Medal flour and Wheaties cereal were the brands that the
company originally possessed.
53,000 cases of Wheaties sold in 1929, it had turned to 4.5M in just a
span of ten years, becoming the best-selling cereal in the country
Betty Crocker brand was born as a response to consumers’
overflowing questions about cooking tips and recipes
In 1924, Washburn’s infatuation with radio resulted in a half-hour
cooking show, The Betty Crocker Cooking School of the Air, which by
1926 was on NBC
The 13 Betty Crockers gave live cooking demonstrations across the
country
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5. By 1930, the company produced the first Betty Crocker cookbook.
By 1945, Betty Crocker was the second most-popular woman in
America, after Eleanor Roosevelt
Cheerioats was launched in 1941 with a tagline “He’s Feeling His
Cheerioats”, that eventually renamed as Cheerios
From the role of providing demand for its flourmills, General Mills has
turned into an effective packaged goods company with some of the
best brand names in America and abroad.
In 1953, it marked its first set up abroad through a Canadian subsidiary
Nestle and General Mills became joint partners in Cereal Partners
Worldwide (CPW) in 1990
It started operating in the UK and southern Europe on June 1, 1990
In 1991, Nesquik brand was added
It partnered with PepsiCo to setup nack Ventures Europe in 1992
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6. They take they’re first step with a Canadian subsidiary.
It then followed by purchasing UK’s Smith’s Crisps.
Succeedingly, a joint partner in Cereal Partners Worldwide (CPW) with
Nestlé came in 1990
The acquisition of Pillsbury in 2001, transformed General Mill’s
international presence
By 2004, it had become the Continental Europe’s leading snack
company, with sales close to $1billion, which led PepsiCo to buy
General Mill’s share
In 2008, its venture with Nestle had become massive with $3billion
sales in more than 130 countries, on the back of more than 50 brands,
produced in 14 factories
In 2012, total sales rose to $4.2billion, and it continued to dominate
international market.
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7. In the beginning of 1940s, General Mills’ Cheerios became the best-selling
breakfast cereal in America. Betty Crocker, now in her eighth
pictorial, likeness has her image on dozens of easy recipe products
and even Gold Medal is still around
Launching of Mechanical division in 1940 signaled wider
diversification
The post-war consumer boom accelerated the brand success
By 1953, it was generating nearly five times the entire 1930 company
profits
On the same year, it launched Trix, pre-sweetened cereal
Edwin W. Rawlings, a new president was appointed in 1962
It acquired Morton Foods in 1964, and launched Lucky Charm cereal
In 1996, it bought Tom Houston Peanut Company, and introduced
Bugles
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8. It purchased Rainbow Crafts, Parker Bros., and Kenner in 1968
Lacoste and Monet Jewellery were acquired in 1969
Acquired Eddie Bauer sportswear and Red Lobster food chain in the
following years
Sales in 1976 reached $2.6 billion
In 1977, purchased the US rights to a European yoghurt brand Yoplait
By 1993, sales reached $8 billion
In 1995, the restaurants division was spun off as Darden Restaurants
Inc., and General Mills to its fons et origo: a packaged goods
company.
It bought Ralcorp Holdings Inc. in 1996, the company’s largest
acquisition yet
Go-GURT, Lloyd’s Barbeque Company, Farmhouse Foods, Gardetto’s
Bakery and Small Planet Foods were purchased on the following years
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9. General Mills has been through four distinct phases: a holding
company for flour millers, a milling company with a centralized
packaged goods component, an industrial conglomerate and finally,
after the Pillsbury acquisition, a packaged goods company
It has two divisions namely Grocery Products and Flour and Feed
By 1953, Flour and Feed was split, making three more key divisions
along with Grocery Products
The Chemical division marked the shift of General Mills into non-foods
Following the sale of the Chemicals division in 1997, Food Processing,
Restaurants, Games and Toys, Fashion and Specialty Retailing all hung
out in the same corporate bar
Today, the company has three divisions namely US Retail,
International and Bakeries, and Foodservice
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10. US Retail (63% of total company) has seven segments:
1. Big G (the breakfast cereals) - $2.4 billion
2. Baking Products - $1.8 billion
3. Frozen Foods - $1.6 billion
4. Snacks - $1.6 billion
5. Meals - $1.5 billion
6. Yoplait (America’s leading brand of yoghurt) - $1.4 billion
7. Small Planet Foods and other - $0.2 billion
International division has four segments:
1. Europe - $2 billion (almost double the pre-Yoplait purchase level)
2. Canada - $1 billion
3. Asia-Pacific - $0.8 billion
4. Latin America - $0.4 billion
Bakeries and Foodservice also includes Convenience Stores
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11. 2004
General Mills emerged as an $11 billion turnover business in 2004, due
to Pillsbury acquisition
2005
PepsiCo bought General Mills’ 40.5% stake
2006
The company had 30 plants and 9,000 employees generating almost
$2 billion in non-US sales
Nature Valley bars were launched in Europe and India
Wanchai Ferry appeared in European France
Cereal Partners Worldwide bought Australia’s Uncle Toby’s brand
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12. 2007
Cascadian Farm organic cereals acquisition was successful
2008
Sales increased by 10%
Every division in the company grew by at least 5%
Nature Valley bars were sold in 54 countries
Wanchai Ferry dumplings grew by another 30% in China
2009
Acquired Larabar, a range of energy bars made with unprocessed
ingredients
Haagen Dazs, Old El Paso, Wanchai Ferry and Nature Valley were
more well-established
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13. 2010
Digital initiatives on recipe websites such as Tablespoon.com
Co-branding venture with Good Earth brand
Launch Yoplait Greek style yoghurt and Chocolate Cheerios
2011
Acquired 51% controlling interest in Yoplait brand from Sodiaal, and
50% in the company that managed Yoplait’s franchise businesses
2012
Laucnh Peanut Butter Multi-Grain Cheerios and Fibre One 80 Calories
Acquisition of Parampara Foods in India
Yoplait increased sales by 63% primarily in Europe, generating $1.8B
Wanchai Ferry continue to grow by double digits
Haagen Dazs made available in over 80 countries
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14. General Mills is in the business of meals and snacks, particularly the
ready-to-eat cereals.
It has been working on convenience meals since the launch of
Hamburger Helper, more than 40 years ago
Developing brand extensions was the company’s forte, as it adapted
to health and wellness trend
General Mills has been an excellent brand custodian
Gold Medal flour, Bisquick, Betty Crocker, and Cheerios have
maintained their relevance in the market
Betty Crocker now has an iPad app with 50,000 test recipes a year
Cheerios is America’s best-selling cereal
Wanchai Ferry and Haagen Dazs are both performing well abroad
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15. General Mills has been one of America’s success stories
It can be considered as North American powerhouse with over $10
billion sales in US, $1 billion in Canada, and $2 billion in Foodservice
and Bakeries
Though it’s hard to see the company’s growth in North America, the
acquisition of Yoplait can be an opportunity for the much needed
global expansion
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