General Mills Market Structure

General Mills is one of the biggest and most successful food firms in the world. General Mills is planning on removing all artificial colors and flavors from its cereal line as part of a big overhaul of their product offerings. General mills is focused on reinventing themselves by removing artificial colors and flavors and is also changing their frozen vegetables lineup. GM’s product line Green Giant’s frozen vegetables in the past were usually boiled stovetop or microwaved, while heavily relying on sauces like broccoli with cheese. Now the new products are meant to be sautéed quickly which gives them a lot more texture than microwaved vegetables. General Mills has also purchased smaller, more innovative food companies like the organic brands from

These moves show General Mills is trying to align their product offerings with the needs and wants of more health conscious consumers. General Mills is going to have to spend a lot of money reintroducing these products so they better connect with consumers. For their cereal offerings they removed the artificial flavors, colors, and fructose corn syrup. As a replacement they are using fruit and vegetable juice for flavoring and spice extracts for color. This is part of the pledge to remove all artificial ingredients by the end of 2017 with around 75 percent of its cereals now being free from artificial color and other additives. This is in line with changing Green Giant as well which now focuses less on sauces and more on texture and flavor of vegetables. The smaller organic companies that General Mills has purchased will also add more healthy options to their product offerings. This doesn’t come without a cost however they have already a lot of