Dive Brief:
- General Mills reported fiscal 2026 first quarter results that were in line with expectations, with organic volume down 1% and organic net sales down 3%, per a press release. The results for the period ended Aug. 24 beat Wall Street estimates but underscore the many challenges faced by food marketers.
- A social-led Cinnamon Toast Crunch campaign, “Must Cinnadust,” generated a 500% increase in social engagement, drove growth for the brand and served as an example of the marketer’s approach moving forward.
- In Q2, General Mills plans to increase investment in new campaigns for brands including Old El Paso, Cheerios, Pillsbury and Nature Valley. The marketer will focus on product, packaging, brand communication, omnichannel execution and value to return to organic growth.
Dive Insight:
General Mills continues to operate in a difficult environment, with consumer behavior affected by economic uncertainty, global conflicts and changes to food policy regulations. As consumers seek value and prioritize high-protein foods, bold flavors and brand nostalgia, the marketer plans to focus on what makes its brands “remarkable” to help return to organic growth.
“Sustainable, profitable growth comes from making sure that all elements of remarkability — product, packaging, messaging, omnichannel execution, and value—truly resonate with consumers,” Chairman and CEO Jeff Harmening said in prepared remarks around the earnings.
Investments that the marketer made in the second half of fiscal 2025 allowed product news, advertising and in-store execution to break through and drive “noticeable” improvement in select brands.
“We launched new, social-first media campaigns on some of our biggest brands, including Cheerios, Pillsbury, and our Fruit Snacks franchise, and we continued to see improved ROIs on our media investment, driven by advanced, data-driven marketing capabilities,” Harmening said in his remarks.
The marketer called out Cinnamon Toast Crunch’s “Must Cinnadust” campaign as evidence that its framework for growth works. Launched in June, the effort reworked a concept from its early 2000s ads to reengage Gen Z consumers, driving social engagement and growth in pounds, pound share and dollar share for the brand.
In Q2, General Mills plans to continue leaning on marketing around culture and sports — two popular ways to engage with ad-weary consumers. The company recently announced brand partnerships with Netflix’s “Wednesday” and Universal Pictures’ “Wicked: For Good,” and plans to invest in new campaigns for several of its food brands. The marketer will also run another “GameDay” event in Q2 in partnership with NFL stars Justin Jefferson, Ja’Marr Chase and Amon-Ra St. Brown, who will be featured on its Big G cereal brands.
General Mills’ former CMO Doug Martin, who was with the company for nearly two decades, was appointed as chief marketer of convenience store Wawa this month.
