When rapper Travis Scott designed custom Reese’s Puffs cereal boxes, General Mills sold out 5,000 boxes in 30 seconds at $50 each
How do you make Lucky Charms hip? Or, for that matter, Fiber One? Or Pillsbury?
That’s the mission of Brad Hiranaga, General Mills Inc.’s chief brand officer for North America. In a world where consumer tastes and habits are changing—many shoppers now prefer food they perceive to be fresher and healthier—and where big food companies are under pressure as private-label products eat into their sales, Mr. Hiranaga has his work cut out for him.
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