CPG: Campbell’s Neuromarketing, General Mills Kneejerk

General Mills spelled out its recipe for profitable growth: Hispanics, baby boomers and millennials. In a cliched and reactionary-sounding move, the Minneapolis package-food company revealed products and marketing plans designed specifically for those segments at the Consumer Analysts Group of New York conference this morning.
“We think our categories and our brands are well-positioned for strong future growth because they are on trend with the evolving consumer needs,” said Ian Friendly, chief operating officer and exec VP-U.S. retail. “We’re anticipating a rise in multicultural consumers, particularly Hispanics, plus a growing number of aging baby boomers and the emergence of millennials as the next generation with significant influence in the marketplace.” General Mills also has its eye on U.S. Census data — and is therefore aware that the Hispanic market will be driving 53% of the population growth between now and 2015.
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