General Mills Explores New Distribution Model

JULIE GALLAGHER

MINNEAPOLIS, Minn. — After its first Groupon offer sold out within hours in two test markets Thursday, General Mills is considering offering more collective-buying deals, Joe Trimble, manager of promotion marketing for the manufacturer, told SN.

The mail order offer — $20 for a General Mills sampler pack, coupon book and shipping, valued at $40 — was available in Minneapolis/St. Paul and San Francisco, selling out early- to mid-morning in both places, Trimble said. General Mills is the first CPG company to partner with Groupon.

The sampler pack included Cinnamon Toast Crunch cereal, Fiber One 90-Calorie Chewy Bars, Hamburger Helper, Fruit Roll-Ups and other packaged foods.

“We are delighted with the consumer interest and response so far, and plan to evaluate this initial test to explore potential opportunities for expansion,” Trimble said.

Although the coupon book, reportedly worth $15, will drive traffic to supermarkets, General Mills is keeping mum on whether fulfillment of future Groupon deals will involve the grocery channel.