General Mills Sees China As A Bowlful Of Delicious Marketing Opportunities

General Mills says its new $15 million technical center in Shanghai, China, confirms its belief that the Chinese market presents a huge marketing opportunity for its cereals, snacks and other food products. The 75,000-square-foot center, one of several international technical centers it operates outside of headquarters in Minneapolis, Minn., gives the company the ability to take advantage of emerging consumer trends, build “bigger and better innovation pipelines”, and ensure food safety within its product lines. The center will develop snacks, convenient meals, yogurt and super-premium ice cream for Chinese consumers. Product R&D, food safety, nutrition research, and food sensory evaluation will all be housed there.