General Mills Celebrates 150 Years
General Mills traces its roots to 1866, when Cadwallader C. Washburn built single mill on the banks of the Mississippi River in Minneapolis, Minnesota. Through hard work and determination, Washburn’s mill grew into a multi-billion dollar company and one of the largest food companies in the world. Today General Mills brings brands to people in 130 countries around the world.
Over its 150 years, General Mills has woven part of the fabric of American culture, including:
Innovations and Inventions
Dr. Howard Bauman, a Pillsbury food scientist, developed the Hazard Analysis Critical Control Point (HACCP) system that remains the gold standard of ensuring food safety in processing facilities around the world.
General Mills’ mechanical division teamed with University of Minnesota professor James Ryan to create the Ryan flight recorder, also known as the “Black Box.” The invention changed the face of aviation, and a version of the Ryan recorder flies today in every global commercial aircraft. General Mills also created and built the small deep-dive submarine ALVIN, that made the first-ever dives to the Titanic.
Advertising “Firsts”
General Mills created what is believed to be the first singing radio commercial for Wheaties in 1926, and sponsored the first televised commercial sports broadcast in 1939. Bisquick created and sponsored one of the first radio “soap opera,” Betty and Bob. General Mills also owned or sponsored popular shows like The Lone Ranger, Jack Armstrong, the All-American Boy and The Bullwinkle Show.
Brands
Beginning with Gold Medal Flour, General Mills created many of the world’s most recognizable food brands. Its iconic brands include Betty Crocker, Pillsbury, Cheerios, Wheaties, Yoplait, Nature Valley, Old El Paso and more. Its international brands include Hagen-Dazs, Wanchai Ferry, Yoki, Green Giant, Latina, and Frescarini, among others. General Mills also created many iconic brand characters, including the Pillsbury Doughboy, Betty Crocker, the Green Giant, BuzzBee, the Trix Rabbit and Lucky the Leprechaun.
Call to Service
During World War I, the company supported relief missions, providing food to war-ravaged Europe. In World War II, General Mills built precision targeting technologies, including the jitterbug torpedo, as well as producing foods for the Army’s K rations and C rations. In the 1960s, Pillsbury provided NASA astronauts with space foods, leading to the launch of Space Food Sticks. In 1954, the company created the General Mills Foundation, through which it fueled more than $2 billion dollars in support to nonprofit organizations.
Beyond Food
General Mills was also a leading manufacturer of toys, with Kenner, Parker Brothers, Play-Doh and Lionel Trains. It invented the Nerf ball, Care Bears and Paint-by-Number; marketed Spirograph, Monopoly, Risk, Clue and Stretch Armstrong; and gave the world the Betty Crocker Easy Bake Oven.
Beyond toys, the company developed O-Cel-O Sponges; operated clothing brands such as Eddie Bauer, Foot-Joy, Talbots, Izod and Lacoste; and made furniture such as Dunbar and Pennsylvania House. It was also a major restaurateur with Olive Garden, Red Lobster, Burger King and more.
Natural and Organic
General Mills entered the natural and organic market in 2000, acquiring Small Planet Foods which included Cascadian Farm and Muir Glen. It also added LRABAR, Libert, Mountain High, Food Should Taste Good, Immaculate Baking and most recently, Annie’s.
General Mills Today
General Mills is one of the world’s top ten food companies. In the U.S., General Mills is removing artificial flavors and colors from artificial sources from all of its Big G cereals. It is also a leader in sustainable business practices, with industry-leading commitments on climate change, and a pledge to sustainably source 100 percent of its top 10 ingredients by the year 2020.
The Future
General Mills’ strategies for “the next big thing” include partnering with emerging food brands and entrepreneurs to create new and on-trend breakthrough foods through the company’s new business development and venturing unit, 301 Inc., providing knowledge, expertise and access to capital.
The company will continue its strong focus on sustainability and advocate for food security.