Ch2 Article 2 - Corporate Focus General Mills Sees Wealth...

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Page 1 of 3 2009 Factiva, Inc. All rights reserved. Corporate Focus General Mills Sees Wealth via Health --- New Recipe for Profit, Sales Growth: More Whole Grains, Less Salt, Fat By Julie Jargon 1,144 words 25 February 2008 The Wall Street Journal J A9 English When Susan Crockett started pushing colleagues at General Mills Inc. to use more whole grains eight years ago, she was repeatedly shot down. "I can still picture the head of kids' cereal looking at me like I was crazy," says Ms. Crockett, who runs the research. Today, General Mills' major cereal brands are all made from whole grains, which are high in fiber and contain vitamins and minerals, and the company is in the midst of a top-to-bottom drive to improve the healthfulness of its products. General Mills last week raised its profit forecast for the year, and credited some of the more-healthful products for helping to boost sales. To get there, the Minneapolis-based maker of Trix cereal, Pillsbury toaster strudel and Progresso soup found that it had to compensate managers for meeting health goals. But unlike bonuses that are tied to hitting annual sales targets, the healthful-products incentives required executives to invest in new products that might not drive immediate growth in order to achieve longer-range goals. Under pressure from regulators and consumer advocates, packaged-food companies are racing to undo the effects of years of peddling junk food and sweets. Kellogg Co. and Kraft Foods Inc. have removed trans fat from most of their products. Campbell Soup Co. recently sold its Godiva chocolates business so it can focus on more-healthful products like low-sodium soups and new versions of V8 juice. And Sara Lee Corp.,
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This note was uploaded on 01/26/2011 for the course MKT 337h taught by Professor Staff during the Spring '08 term at University of Texas.

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Ch2 Article 2 - Corporate Focus General Mills Sees Wealth...

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