General Mills is increasingly focusing on developing products in the breakfast and snacking sectors that cater to consumers aiming to manage their weight or simply eat healthier, according to a top executive in an interview. Jodi Benson, the company’s chief innovation technology officer, noted that the producer of popular brands like Lucky Charms, Betty Crocker, and Fiber One recognizes four key principles shaping consumers’ current dieting strategies: increasing protein intake, reducing unhealthy carbohydrates, consuming more nutritionally dense calories, and minimizing empty calories. Benson emphasized that consumers are more inclined to follow these principles rather than adhere to a strict diet.
“When we design our foods, we don’t limit ourselves to just one approach,” Benson explained. “Instead, we aim to create a diverse portfolio of solutions, allowing individuals to discover the combinations that yield the best results for them.” According to the National Institute of Health, about one in three adults and one in six children are classified as overweight. The CDC has highlighted that obesity can lead to various health problems, including an increased risk of type 2 diabetes, high blood pressure, and stroke. This situation compels food manufacturers to offer options for those looking to lose weight or adopt healthier eating habits.
The product development team at General Mills is tackling this segment through innovative strategies led by its three-person internal venture studio. Benson described their approach as similar to that of a startup, focusing on developing new product ideas. Their latest innovation is a snack bar and crisps line called Good Measure, which targets consumers aiming to manage their sugar intake and will be launched in 6,500 retail locations this summer. General Mills specifies that these products are designed for “consumers looking to lose weight.” Since 2017, the company has embraced “weight loss foods,” including a partnership with Weight Watchers.
Within General Mills’ offerings, a notable emphasis on protein will soon be evident in new Progresso soups currently under development, expected to contain 17 to 25 grams of protein—approximately half of the daily recommended intake. Benson mentioned that these soups will also cater to consumers seeking meat alternatives, as the protein in the vegetable-based options primarily comes from beans and legumes.
Another innovative product aimed at “weight loss” consumers is Ratio, a brand that includes cereal, snack bars, and yogurt. The crunchy bars are marketed as keto-friendly, containing only 1 gram of sugar, with packaging that features detailed nutritional information. “Consumers have responded positively to it because it simplifies their meal planning, ensuring they are consuming the right type of carbs packed with beneficial nutrients,” Benson stated.
As a well-known brand for its iconic cereals, General Mills is committed to creating offerings that prioritize nutrition to meet consumer demands. Earlier this year, the Minnesota-based company launched its Cheerios Oat Crunch line, which contains 30 grams of whole grains, 4 grams of fiber, and 5 grams of total fat. A 2017 study by Nutrition Insight found that participants consumed less and lost weight when they replaced refined grains with whole grain options.
General Mills’ focus on expanding its portfolio of products that can assist consumers in losing weight aligns with the growing trend toward healthier food choices in the food and beverage sector. The USDA indicates that people find it easier to lose weight with foods that are lower in calories but higher in nutritional value. Last fall, the FDA released new guidelines for “healthy” food, stating that a product must contain the equivalent of a serving of fruits, vegetables, grains, dairy, or protein foods, as outlined in the Dietary Guidelines for Americans.
In addition to new product development, Benson mentioned that General Mills is modernizing its research methods to enhance the healthiness of its foods. Previously, the company relied on in-person clinical trials to evaluate new formulations and their health benefits, a process that was costly and time-consuming. Now, the company is implementing digital trials, with participants voluntarily opting to join remotely, which allows for the immediate collection of health data via smartphones.
“We may provide the food or encourage participants to purchase it, but we are achieving a quicker turnaround and a fresh perspective on our pace and cost of innovation,” Benson noted. Furthermore, the company is exploring how products like Amazon Citracal Maximum Plus can fit into its portfolio to better meet consumer health needs and preferences.