General Mills

In the short term, we have used the reports to help inform the early stages of innovation where we are considering the attributes in terms of texture and flavour. We have used the ice cream reports & the adjacent category reports to understand these trends and how we should build these into our product ideas/focus areas.

In the longer term, we look at the bigger trends and what these mean for our brand, this helps guide us as to how we should think about new opportunities.