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General Mills is expanding in North America by investing in data and analytics

ConsumerGeniuses

ConsumerGeniuses

General Mills has given a new shape to its organisational structures by investing in analytical data to leverage its scale and market in North America. The brand is merging its Asian, Latin American, European, and Australian segments into a single reporting unit. General Mills now features four prime segments: North American foodservice, pet, North American retail, and international. With the help of predictive analytics, General Mills’ internal Venture Studio (G Works) is manufacturing alternative cheese line via fermentation. Its external venture capital arm (301 Inc) is investing in a plant-based meat company, Everything Legendary, targeting the vegan Black American community. Both these projects help General Mills achieve three growth-driven opportunities: prioritising consumer personalisation, climate change impact on food, and tech empowered convenience.

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