Rising demand for its cereal brands look set to buoy General Mills' quarterly numbers, the US company said today (6 September).

The company behind brands including Big G cereals and Haagen-Dazs ice cream, issued a trading update ahead of its first-quarter results, which will be published on 19 September.

General Mills said sales for the three months to 26 August look set to exceed its target of low single-digit growth.

The company said sales of its Big G cereals grew by around 5% during the quarter.

General Mills also reaffirmed its annual earnings per share guidance of US$3.39-3.43.