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General Mills Has Plans to Spark a Breakfast Cereal Revival

General Mills Has Plans to Spark a Breakfast Cereal Revival
Photograph by Daniel Acker/Bloomberg

Americans have been turning away from cereal for some time. Yet General Mills, maker of Cheerios and other crunchy products served in pools of milk, is persuaded that it’s where the future of breakfast lies.

General Mills Chief Operating Officer Jeff Harmening, speaking at an investor conference on Tuesday, described part of the plan for next year as “investing in cereal for growth.” That optimism comes despite overall cereal sales having slumped by 3.5 percent in Nielsen’s most recent 12-month-period measure.