General Mills will Fund Food Start-Ups

22-lucky-charms.w529.h529Like Budweiser who has already sponsored various breweries, General Mills is better positioning themselves for the future by funding food start-ups. Cereal-maker General Mills has seen their market shares shrink as consumers’ tastes change. General Mills has announced changes in their products like ridding GMOs and artificial coloring. However, General Mills has courted to new partnerships to better their future market shares.

The company has previously paid $820 million to acquire popular natural-food makers Annie’s. General Mills also has a stake in producers Beyond Meat. These acquisitions and investments will continue through a new venture-capital arm called 301 Inc. The company will start to invest in smaller-scale, more innovative food start-ups.

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