the blaze strategy

General Mills is taking what it hopes will be a foundational step into the high-protein cereal market via a new partnership with Ghost, a supplement and energy drink company. The packaged foods giant is predicting that the protein cereal category has a lot of room for growth, according to Doug Martin, chief brand officer at General Mills.

“I am convinced this is a big business and the important thing there is that this is a distinct problem to solve at breakfast—what can I have that has protein, not a lot of sugar, and tastes good?” Martin said. “I want this to be a big business three to five years from now.”