Category Captain: Frozen Breakfast: General Mills

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Category Captain: Frozen Breakfast: General Mills


General Mills is leading the $1.6 billion frozen breakfast category in both the savory and sweet segments.

Pillsbury has launched new items that General Mills expects to reinvigorate the savory segment: Pillsbury Egg Scrambles, pastry stuffed with egg and other ingredients, using steam-in-bag technology, and Pillsbury Grands Biscuit sandwiches, which combine scrambled egg with meat, cheese and vegetables. Further, through increased investment, Pillsbury Toaster Strudels continue to drive consumers to the frozen breakfast aisle.

Leveraging shopping behavior insights, General Mills works with retailers to create a frozen aisle that maximizes category dollar sales by grouping items that promote cross-purchasing, and separating high-penetration categories to create a push-pull effect throughout the aisle. The company’s Virtual Store provides a high-tech venue for its customers to interact with layout suggestions and for its category management team to highlight customized solutions that will drive growth.

With an ongoing focus on consumer insights while further encouraging growth in frozen breakfast with its savory innovations, as well as continued support of Pillsbury Toaster Strudels, Pancakes and FiberOne Muffins, General Mills will continue to spearhead profitable growth in the frozen breakfast category with retailers.