For more than 150 years, General Mills has been making food the world loves. Based in Minneapolis, MN, the company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale, and standing for good. Its portfolio of beloved brands in the U.S. and Canada includes household names such as Cheerios, Nature Valley, Blue Buffalo, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s and more.
North America Retail, General Mills’ largest business segment in its largest core market, has grown or held share in most of its priority businesses in each of the past five fiscal years. North America Retail’s strong track record of competitive performance has been driven by increased investment in brand building, exceptional innovation performance, and superior sales and supply chain execution.
Bringing new and exciting innovation to the yogurt aisle
When it comes to innovation, North America Retail continues to surprise and delight consumers and customers. Over the last three years, the segment’s new product retail sales have been 30 percent higher than the category average. The segment’s winning innovation depends on a remarkable offering which is measured across five key vectors: product, packaging, brand love, omnichannel availability, and value for the consumer and retailer.
This year, the team is excited to bring an innovation to the yogurt aisle with a Häagen-Dazs cultured crème line. The new line offers brand recognition and delicious flavors to consumers and an opportunity for retailers to capitalize on the initiative work and drive growth.
Winning together with AWG retailers
Retailers can maximize this growth opportunity by aligning their strategies with General Mills’ initiative work. Firstly, it is crucial for retailers to stock and prominently display the new Häagen-Dazs line. By showcasing the new, everyday snack and breakfast option, retailers can capture the attention of consumers and encourage trial purchases. Additionally, offering attractive promotions and discounts can further incentivize trial and drive sales and repeat purchases.
Retailers can collaborate with General Mills on marketing initiatives to create awareness and excitement around the product. Coordinated advertising campaigns, in-store sampling events, and digital promotions can generate buzz and increase consumer engagement. Leveraging social media platforms and influencer partnerships can also amplify the reach of these marketing efforts, attracting a broader audience and driving footfall to retail locations.
To fully capitalize on the growth potential, retailers should also ensure proper merchandising and product placement. Häagen-Dazs should be prominently positioned in high-traffic areas, with attractive displays that highlight the product’s unique features and benefits. Cross-merchandising with complementary items, such as granola or fresh fruits, can further enhance the shopping experience and encourage consumers to make additional purchases.
Häagen-Dazs cultured crème will be a key component of the AWG yogurt initiative that launches in October 2023. If you want to learn more about this launch, please reach out to your General Mills sales representative.
Matt Amendola
Senior Customer Manager, AWG
General Mills
