General Mills Shows Its Old Brands Some New Tricks
By Sam Lewis
With a heavy emphasis on consumer trends, such as bolder flavors, higher protein content, and gluten-free, the food maker has expanded its portfolio, unveiling several new takes on its old brands
On Monday, July 7, General Mills revealed a lineup of new products and the attention the company has given to consumer-driven themes were easy to see. This should come as no surprise as General Mills pays close attention to what consumers want. Some of the offerings put familiar brands into new arenas. “Everything we do starts with the consumer in mind, and in Fiscal 2015, we're applying this consumer-first mindset across our portfolio,” CEO Ken Powell says in a statement. Still, only a fraction of the nearly 150 newcomer products the company publicized are expected to be on the market for one year.
Progresso, known for its offerings in the soup category, will soon be hitting the chili market, perhaps trying to give Hormel a run for its money, under the name Progress Chili. The new offering will make its debut in an upward trending packaging — the pouch. Totino’s, known for its offerings in the frozen and pizza segments, but this brand is also heading into a new market, snacks. Totino’s will soon offer a line of Pizza Chips, to be sold only at convenience stores, in an effort to capitalize on the consumer-driven focus on the value-added market. Even Chex is heading in a new direction. The brand, famous for its impact on both the snack and cereal markets, will soon be the star of pouches of General Mills’ gluten-free oatmeal.
The demand for high-protein foods has prompted General Mills to create and debut high-protein versions of some of its classic brands, such as Cheerios, Nature Valley granola items, and Yoplait. Gluten-free items have also seen their share of the spotlight, and General Mills is hoping to take advantage of that. The food maker is now offering gluten-free crackers, pie crusts, and cookie mixes.
However, despite appearing crystal clear, sometimes consumers send contradictory signals. While asking for healthier food options, shoppers are also asking for decadent flavors. General Mills is also answering that bell with its Pillsbury brand Melts Molten Fudge Cake filled cookie mix. The indulgence isn’t limited to desserts either. The company’s Suddenly Salad grains products features the ancient grain quinoa, which consumers are currently crazed about due its “superfood” reputation.
New trends from consumers are sure to bring anxiety, to not only General Mills, but to other makers of processed foods. Consumers are now, more than ever, moving away from the realm of processed foods and seeking organic, natural, and locally grown/raised options. It’s no wonder why so many new variations of old brands have emerged. In order to remain on top, companies and brands must evolve with changing needs of consumers. General Mills seems to be doing just that.