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Don’t write off the US ready-to-eat cereals category, says General Mills
date:Sep 08, 2012
Declining volumes in the $9.51bn US cereals market can be blamed on cyclical not structural issues, and do not mean the category has peaked and will carry on going backwards, says Cheerios-maker General Mills.

Speaking at the Barclays Back to School conference in Boston, executive vice president, US Retail, Ian Friendly, said he could understand why some analysts had started to worry about the category as pound volumes had dropped for two years running.

But lackluster volumes were largely due

07/09 19:21