General Mills to push new cereal brands

|By:, SA News Editor

General Mills (GIS +0.2%) plans to invest in new cereal brands in order to shake off sluggish growth in the category.

Though a higher percentage of Americans eat their breakfast at home than five years ago, 80% vs. 78%, market share for cereal in the daypart has fallen off.

What to watch: Expect a rush of gluten-free and protein-enriched cereals as General Mills looks to tap into new health trends.