As the US FMCG sector witnesses the biggest change in consumer habits in a generation, some argue brands are becoming less important. However, just-food's US columnist, Victor Martino, begs to differ and sets out how brands can still prosper.
Either side of Christmas, General Mills turned to M&A to try to inject some growth into its business. On 23 December, the company announced a move to buy Brazilian yoghurt maker Carolina to bolster its operations outside the US. Last week, General Mills swooped again, this time domestically, snapping up fledgling US meat snacks firm Epic Provisions, another sign of the attractiveness of protein, snacks and sustainability for food majors. However, the Cheerios maker will have to be judicious in the way it manages the new asset. Dean Best reports.