GOLDEN VALLEY, Minn. -- General Mills here will soon begin testing a Web site that will allow people to create their own customized cereals based on their individual health needs and taste preferences. Because of its limited initial capacity, the site will not immediately open to the general public, but rather to select sets of consumers, the company said in a recent statement.
ve, smaller, more unique ideas may never warrant valuable shelf space.
Customization is an emerging trend that shifts focus from the product to the consumer. The service is designed to create cereals for individual consumers, with more than 1 million possible combinations, as compared with the 250 or so varieties now available in grocery stores. The products will be available in single-serve containers, with a personalized nutrition profile developed by licensed nutritionists.
"We look forward to gaining a better understanding of these consumers and servicing their specific needs," said Marc Belton, president of General Mills' Big G cereal division. "We also hope this will encourage consumers to keep, and in some cases, renew, their interest in cereal."
