General
Mills, Inc. is an American manufacturer and marketer of
well-known brands of processed consumer foods sold through retail
stores. Although General Mills's single flour factory can be traced
back to the Minneapolis Milling Company of 1866, with the
merger of four additional mills, the company was officially
established in 1928. In the 1930s, engineer, Thomas R. James, created
the puffing gun, which inflated or distorted cereal pieces into
puffed-up shapes. This new technology was used in 1937 to create Kix
cereal and in 1941 to create Cheerioats—renamed
Cheerios in 1945. In 1939, another GM engineer, Helmer
Anderson, created a new device that sealed bags of flour with glue
instead of being tied with a string. In 1947, the first Betty
Crocker cake mix was introduced. Well before its buyout of
Pillsbury in 2001, the pudgy Doughboy made his first
commercial debut in 1965. And it was only the beginning of this
widely diversified company. Their drive for innovation propelled
General Mills into many new territories over the years, highlighted
below.
Perhaps
the most surprising is that General Mills established their
Aeronautical Research Division with chief engineer Otto C. Winzen in
1946. This division developed high-altitude balloons in conjunction
with the United States Navy Office of Naval Research, such as
the project Skyhook balloons for atmospheric research. In
1956, hundreds of General Mills balloons carried reconnaissance
equipment by the United States under Project Genetrix to
survey the Eastern bloc country's nuclear capabilities. The now
famous Black Box for airplanes was developed in 1953 in partnership
with the University of Minnesota.
Also
unknown to the average citizen, General Mills acquired many famous
businesses starting in 1968 with the acquisition of Gorton's
frozen seafood, though spun off to other companies by 1995. Also in
1968, the toy and game manufacturers Rainbow Crafts—the
makers of Play-Doh, Kenner, and Parker Bros. were
acquired. The following year, they moved into specialty retailing
with purchases of Lacoste clothing, Monet Jewelry, and
the Red Lobster restaurant chain. By 1970 Hamburger
Helper made its way onto grocery shelves. The apparel company,
Eddie Bauer, was purchased in 1971—later
acquired by Spiegel in 1988—as
well as the U.S. rights to the Yoplait yogurt brand. By 1983,
The Olive Garden Italian restaurant chain was launched, later
to be spun off to shareholders in 1995 as Darden Restaurants.
More recent history was the joint venture with Nestlé S.A.
called Cereal Partners in 1990, which markets many existing
General Mills cereal brands outside the US and Canada under the
Nestlé name. As per other lucrative multinational
manufacturers, further acquisitions continued through 2023.