General Mills

General Mills, Inc.
	File:General Mills logo.svg Logo of General Mills
Company type	Public
Industry	Food processing
Founded	January 1, 1856; 170 years ago in Minneapolis, Minnesota, United States
Founder	Robert Smith
Headquarters	Golden Valley, Minnesota, United States
Area served	Worldwide
Key people	(not specified)
Products	Ultra-processed food products including cereals (Cheerios, Wheaties, Chex, Lucky Charms, Trix, Cocoa Puffs), flour (Gold Medal), snacks (Nature Valley, Lärabar), frozen foods (Totino's), baking mixes (Betty Crocker), ice cream (Häagen-Dazs), pet foods (Blue Buffalo)
Number of employees	(not specified)
Website	generalmills.com

General Mills, Inc. is a global American corporation specializing in the production and marketing of branded ultra-processed food products distributed through retail outlets. Established in 1856 along the Mississippi River at Saint Anthony Falls in Minneapolis, it initially became well-known as a leading flour milling company. The corporate headquarters are situated in Golden Valley, Minnesota, a suburb of Minneapolis.

The company promotes a wide array of prominent brands across North America, such as Gold Medal flour, Annie's Homegrown, Lärabar, Cascadian Farm, Betty Crocker, Nature Valley, Totino's, Pillsbury, Old El Paso, Häagen-Dazs, as well as cereals under the General Mills name including Cheerios, Wheaties, Chex, Lucky Charms, Trix, Cocoa Puffs, and the monster cereals.

Washburn-Crosby Company

Its beginnings date back to the Minneapolis Milling Company, founded in 1856 by Illinois legislator Robert Smith, who secured power leases for flour mills positioned along Saint Anthony Falls on the Mississippi River in Minneapolis, Minnesota. Soon after this foundation, Cadwallader C. Washburn purchased the enterprise and brought in his brother William D. Washburn to further its development. They constructed the Washburn "B" Mill in 1866 and later the larger Washburn "A" Mill in 1874, significantly enhancing production capabilities.

In 1877, a partnership with John Crosby led to formation of the Washburn-Crosby Company, concentrating on winter wheat flour products. That same year, Washburn dispatched William Hood Dunwoody to establish spring wheat markets in England; Dunwoody’s success earned him a silent partnership stake.

The "A" mill was destroyed in 1878 during the Great Mill Disaster, a flour dust explosion that resulted in 18 fatalities and damaged multiple buildings. The rebuilding phase introduced safer structural designs and replaced traditional grinding stones with pioneering automatic steel rollers—the first of their kind—enhancing both flour quality and manufacturing efficiency.

By 1880, Washburn-Crosby’s flour brands had received gold, silver, and bronze awards at the Millers' International Exhibition held in Cincinnati, which led to the creation of their Gold Medal flour brand.

Diversifying into broadcasting, the company purchased a struggling radio station in the Twin Cities area in 1924 and renamed it WCCO, reflecting its corporate identity.

Formation of General Mills

The entity known as General Mills was formed on June 20, 1928, when Washburn-Crosby President James Ford Bell merged his company with three other milling firms. Later that year, General Mills acquired the Wichita Mill and Elevator Company owned by industrialist Frank Kell from Wichita Falls, Texas, compensating Kell with both cash and shares.

The newly formed corporation issued its initial stock offering on November 30, 1928, trading at $65 per share on the New York Stock Exchange. Since inception, General Mills has maintained an unbroken record of dividend payments, underscoring its stable financial standing.

Innovations in engineering

During the 1930s, engineer Thomas R. James invented puffing gun technology that enabled the production of Kix in 1937 and Cheerioats (which later became Cheerios) in 1941. In 1939, engineer Helmer Anderson created the Anderson sealer for flour packaging to enhance sealing efficiency. By 1956, General Mills introduced tear-strip packaging features to facilitate easier opening of products.

Aeronautical Research Division and Electronics Division

In 1946, General Mills established its Aeronautical Research Division, led by chief engineer Otto C. Winzen. This division focused on developing high-altitude balloons such as the Skyhook balloon, created in partnership with the United States Navy Office of Naval Research. A decade later, in 1956, the company deployed hundreds of balloons equipped with surveillance technology under Project Genetrix to monitor nuclear activities in Eastern bloc nations.

The advancements in aeronautics eventually transferred to Raven Industries, while the Electronics Division was responsible for creating the DSV Alvin submersible, which gained recognition for its deep-sea exploration missions, including investigations of the Titanic wreck site.

This expansion into aerospace and electronics sectors illustrates General Mills' strategic move to diversify beyond food manufacturing, leveraging high-technology industries to enhance its market position and foster business growth.

Merchandising and television

Beginning in 1929, General Mills incorporated box top coupons known as Betty Crocker coupons with its products. These coupons could be redeemed for discounts on household items through the Betty Crocker catalog, which remained available until its discontinuation in 2006.

The company was a prominent sponsor of the radio program The Lone Ranger from 1941 until the television adaptation concluded in 1961. Between 1959 and 1968, it supported The Rocky and Bullwinkle Show, featuring the characters prominently in advertising campaigns. General Mills also backed Saturday morning cartoons produced by Total Television, including Tennessee Tuxedo, as well as the ABC western series The Life and Legend of Wyatt Earp. Through its subsidiary The Program Exchange, it facilitated syndication of the 1986 animated series Dennis the Menace. From 1997 to 2004, General Mills sponsored and syndicated the initial 82 episodes of the original English-dubbed version of Sailor Moon.

Diversification: toys and restaurants

General Mills ventured into the toy market in 1965 by acquiring Rainbow Crafts, producer of Play-Doh. This acquisition significantly lowered manufacturing expenses and tripled revenue. Two years later, in 1967, it purchased the Kenner toy company.

During the 1970s, General Mills introduced its popular "monster cereals", which continue to be sold seasonally around Halloween.

In 1970, General Mills expanded into dining by acquiring Red Lobster, growing it into a national chain under its General Mills Restaurants division. The company also bought California-based Good Earth in 1980, many locations of which were eventually converted to other brands like Red Lobster. In 1982, it launched Olive Garden, followed by China Coast. These restaurant holdings were spun off in 1995 as Darden Restaurants.

During this era, General Mills created the Specialty Retail Group and acquired apparel labels such as Talbots and Eddie Bauer. Talbots was later sold to Japanese retailer JUSCO; Eddie Bauer changed hands to Spiegel, which ultimately declared bankruptcy. Despite this, Eddie Bauer continues to operate with a diminished presence in the U.S.

From 1976 through 1985, as owner of Parker Brothers, General Mills was involved in litigation concerning trademark rights over Monopoly against an Anti-Monopoly game. The U.S. Supreme Court ruled that while they held exclusive rights to use Monopoly as a game title, other companies could incorporate "monopoly" within game names.

In 1985, General Mills separated its toy business into Kenner Parker Toys, Inc., taking it public on the stock market and distributing equivalent shares to existing shareholders—a move designed to optimize tax efficiency.

Recent developments

In 1990, General Mills partnered with Nestlé S.A. to establish a joint venture named Cereal Partners, which markets cereals outside the United States and Canada under the Nestlé label.

General Mills completed the acquisition of Pillsbury from Diageo in 2001 through a transaction characterized as a "merger," excluding Burger King from the deal.

Starting in 2004, the company redirected its product strategy to appeal to health-conscious consumers by converting its entire breakfast cereal range to whole grain and lowering sugar levels in cereals aimed at children to 11 grams per serving.

By April 2011, General Mills had pledged to source exclusively cage-free eggs for its annual usage of one million eggs.

General Mills was ranked #181 on the 2012 Fortune 500 list and improved to #161 by 2015, positioning it as the third-largest food consumer products firm in the U.S. In 2012, it publicly opposed a Minnesota ballot initiative banning same-sex marriage, reaffirming its commitment to corporate inclusion and diversity values.

In September 2014, General Mills expanded its footprint in the U.S. natural foods sector by acquiring organic food company Annie's Inc. for approximately $820 million. The next month, the company announced plans to reduce its workforce by 700 to 800 positions, primarily within its U.S. corporate structure.

Addressing environmental concerns in 2015, General Mills committed to cutting greenhouse gas emissions by 28% over a decade. In December 2016, it reorganized into four global business units and announced intentions to eliminate up to 600 jobs.

In February 2018, General Mills entered the pet products market by acquiring Blue Buffalo Pet Products, Inc. for $8 billion. That year, it was ranked 182nd on the Fortune 500 list based on revenue.

The company initiated its first regenerative agriculture pilot in March 2019, aiming to enhance soil health on one million acres by 2030 through collaborations utilizing satellite technology and data analytics to monitor carbon sequestration.

In February 2020, General Mills received recognition from the Carbon Disclosure Project (CDP) as a global leader in corporate sustainability, earning placement on the CDP "A List" for climate change and water stewardship.

On May 15, 2021, General Mills acquired Tyson Foods' pet treat division—including brands True Chews, Nudges, and Top Chews—for $1.2 billion; this acquisition was finalized on July 7, 2021.

In April 2022, reports surfaced linking gastrointestinal illnesses to Lucky Charms cereal; investigations by the FDA are ongoing without any product recalls issued.

On May 12, 2022, General Mills purchased TNT Crust, a frozen pizza crust supplier from Peak Rock Capital. Later that month, it divested its Hamburger Helper and Suddenly Salad brands to Eagle Family Foods Group for $610 million; this transaction was completed on July 5, 2022.

On November 9, 2023, General Mills further expanded its pet care segment through the acquisition of Fera Pets, Inc.

In September 2024, General Mills revealed plans to divest its North American yogurt business to Groupe Lactalis (for U.S. brands) and Sodiaal (for Canadian brands), with completion anticipated by 2025. The Canadian yogurt sale was finalized on January 27, 2025, consolidating Yoplait’s global operations under Sodiaal.

Breakfast cereals

General Mills offers a diverse range of breakfast cereals, including:

Basic 4
Boo-Berry
Cascadian Farm
Cheerios and its variations
Chex and its variations
Cinnamon Toast Crunch
Cocoa Puffs
Cookie Crisp
Count Chocula
Fiber One / Fibre One
Franken-Berry
French Toast Crunch
Gold Flakes
Honey Nut Clusters
Kix
Lucky Charms
Morning Summit
Oatmeal Crisp
Raisin Nut Bran
Reese's Puffs
Total
Trix
Wheaties

Some of these cereals are distributed internationally through the Cereal Partners joint venture, marketed under the Nestlé brand.

Cereal collaborations

Significant cereal partnerships include:


Cereal name	Partner brand	Launch date
Hershey Kisses Cereal	Hershey's	January 2020
IHOP Blueberry and Syrup Mini Pancake Cereal	IHOP	December 2022
Kelce Mix Cereal	Travis and Jason Kelce	September 2024

Grain snacks

Prominent grain-based snack brands comprise:

Bugles
Cascadian Farms
Chex Mix
Gardetto's
Nature Valley
Fiber One / Fibre One bars

Baking goods

The portfolio of baking-related products includes:

Betty Crocker (with Bisquick)
Gold Medal Flour
Jus-Rol
Knack & Back
La Salteña
Pillsbury
V. Pearl

Additionally, the company manufactures fruit snacks such as Fruit by the Foot, Fruit Gushers, Fruit Roll-Ups, and Fruit Shapes.

Meal products

Brands under the meal product category are:

Organic food

Through acquisitions like Cascadian Farm (originating from Small Planet Foods), Muir Glen, and since 2014, Annie's Homegrown, the company produces organic food offerings.

Other brands

Other notable brands include Annie's, Blue Buffalo, Frescarini, Latina, Tiki Pets, Totino's, Jeno's, Progresso, Colombo, and Lärabar. The company also markets Häagen-Dazs ice cream internationally outside the U.S. and Canada and acquired Epic Provisions, a meat-focused brand, in 2016.

Discontinued brands

Over time, General Mills has retired numerous brands such as:

Banana Wackies (1965–1968)
Baron von Redberry and Sir Grapefellow (1972–1975)
Benefit (featured psyllium)
Body Buddies (1979)
Buc Wheats
Buñuelitos (corn puffs flavored with cinnamon and honey)
Chocolate Flavor Donutz (1982–1984)
Circus Fun (1986–1989)
Clackers (1968–1973; graham cracker flavor)
Clusters (introduced 1987)
Country Corn Flakes (1961)
Crazy Cow (1978–1980; chocolate corn cereal)
Crispy Wheats 'n Raisins (introduced 1980)
E.T. Cereal (1984–1986)
Fingos ("Cereal Made to Eat with Your Fingers")
Frosty O's (1959–1979)
Fruit Brute and Fruity Yummy Mummy (monster-themed cereals discontinued early 1980s)
Goodness Pack (variety of single-serving boxes competing with Kellogg's and Post)
Harmony
Hi-Pro (1958–1964)
Hidden Treasures
Ice Cream Cones (vanilla and chocolate flavors; launched 1987, briefly returned in 2003)
Jets/Sugar Jets (discontinued 1974)
Jurassic Park Crunch
Kaboom (introduced 1969)
Millenios from Cheerios
Mr. Wonderful's Surprise (cereal with chocolate filling)
Monopoly Cereal
Neopets Islandberry Crunch
Pac-Man Cereal
Peanut Butter Toast Crunch
Powdered Donutz (1981–1984)
Princess Fairytale Flakes
Ripple Crisp
Rocky Road
S'Mores Grahams / S'Mores Crunch
Sprinkle Spangles
Star Wars Episode II Cereal
Strawberry Shortcake
Sunrise Organic
Triples (introduced 1991)
Twinkles (1960–1973)
USA Olympic Crunch (tie-in for 1998 Winter Olympics)
Wheat Hearts
Wheat Stax (1966–1971; "Now there's a cereal you can stack")
Wheaties Dunk-a-Balls

Connection to the "anti-diet" movement

The firm has been associated with social media initiatives endorsing the "anti-diet" philosophy, which coincided with promotions of some of its products that contain high sugar levels.

Modifications to legal agreements

In April 2014, the company revised its terms of service to incorporate an arbitration clause, mandating that disputes be settled via small claims court or arbitration, thereby excluding eligibility for class action lawsuits. This change came after a judge declined to dismiss a class action lawsuit concerning its Nature Valley brand. Agreement to these updated terms was linked to user activities on the company’s website, such as downloading coupons or signing up for newsletters.

According to The New York Times, even purchasing items or engaging with the company's Facebook page might imply acceptance of these terms; nevertheless, General Mills contested this interpretation. The policy generated considerable consumer criticism, leading the company to restore its previous terms within a few days.

Participation in Israeli settlements

On February 12, 2020, the United Nations released a list identifying companies operating within the West Bank, including East Jerusalem and the occupied Golan Heights. General Mills appeared on this list due to its subsidiary, General Mills Israel, conducting business in Israeli settlements deemed illegal under international law.

By June 30, 2023, General Mills had ended its activities in these settlements and was subsequently removed from the UN registry.

Animal welfare initiatives

In 2015, General Mills pledged to eliminate eggs sourced from caged hens in its products, targeting a cage-free status for US-based products by 2025. This commitment was broadened globally in 2017 to encompass all company operations.

Reduction of carbon footprint

Facing demands from activists and shareholders, General Mills has committed to cutting emissions from its dairy supply chain by 40% by the year 2030.

External links