What We Do

What does the future of food look like?
And how will we help create it?

We scale, invest, and build emerging brands by fueling them with the resources, proprietary gifts, and advantages of General Mills.

Our Focus Areas

The Upstream Destabilization of Food

As the strain on our food supply rises from disruptions such as climate change, opportunities exist to reimagine huge categories like meat and dairy. We can bring our scale and expertise to create tastier, more affordable solutions that are highly incremental, better for consumers, and more sustainable for the environment.

The Fragmentation of the CPG Landscape

Historically, large companies have thrived by creating mass offerings, primarily sold through the grocery channel. Now, the retail landscape is fragmented and the consumer expectation of “for me” is growing across categories. As the definition, demographics, and needs of modern families continue to evolve, we need to evolve to serve personal food preferences at scale.

Tech-Enabled Convenience

Consumers have never rejected more convenience! Since the 1960s, the average US household has cut their cooking time in half, and food prepared outside the home has continued to rise. CPG was originally a solution to solve for convenience, but future solutions may not be products on a shelf. The continuous advancement of digital connectivity is unlocking next-level convenience in food, thus we are looking to new business models.

Looking Deeper

Growth Equity

Acquire and scale high-potential brands by tapping into General Mills’ strengths

Venture Capital

Early stage investment in startup companies to help elevate them to the next level

Venture Studio

Build new businesses by pairing deep market research with agile experimentation