General Mills has improved the health profile of 68 percent of its U.S. Retail sales volume since 2005. In fiscal 2012 alone, the company improved nearly 16 percent of its U.S. Retail sales volume. Improvements include adding whole grains, fiber and calcium, and reducing calories, sugar, sodium and trans fat. General Mills first began tracking and quantifying health improvements in 2005.
“Health improvements have increasingly become a primary driver of our innovation, both on existing products and as we develop new products,” says Marc Belton, General Mills executive vice president of Global Strategy, Growth and Marketing Innovation. “We know that people expect great taste from our products, so we are careful to balance strong health benefits and health improvements with great taste. But it would be accurate to say that General Mills is squarely focused on health, because we know that consumers have come to know and expect that from General Mills.”
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The largest General Mills health advancements in fiscal 2012 include increasing whole grain and reducing sodium.
In 2012, General Mills reached a multi-year reformulation milestone across its portfolio of Big G cereals to ensure that every Big G cereal now has more whole grain than any other single ingredient. Every Big G cereal now contains at least 9 grams of whole grain per serving, and more than 20 General Mills cereals deliver at least 16 grams.
General Mills also accomplished multiple sodium reductions across its portfolio of products in fiscal 2012. General Mills previously announced that it would trim sodium, on average, by 20 percent in its top 10 categories by 2015. This sodium reduction effort represents about 40 percent of the company’s U.S. Retail portfolio — everything from snacks to soups to side dishes. General Mills has made strong progress toward this goal.
via General Mills Improves its Health Profile | News | Consumer Goods Technology.