the blaze strategy

Consumer packaged goods companies with complex legacy histories can often struggle to adapt to the lightning-fast demands of modern marketing. Not General Mills. The Minneapolis-based food company, which is hurtling toward its 100th birthday, has transformed itself in recent years to leverage the power of culture in everything it sells. In this episode of On Brand, we speak with Brad Hiranaga, chief brand officer for North America, about the company’s product and packaging innovations, its commitment to purpose, and how it shifted strategies during Covid to serve consumers who are cooking more at home.