the blaze strategy

Faced with a changing market where it found itself in the ‘squeezed middle’ between premium and private-label products, General Mills has had to rethink not just its brands but how it operates internally.

“We’ve transformed how we do that on our big brands, because people see those big brands internally and they’re like, ‘wow, we’re doing something on Cheerios and it’s working, we should be doing something in the rest of the company’,” said Hiranaga.