General Mills is a $90-$year$-$old food and beverage company with more than $100$ brands in more than $100$ countries. General Mills manufactures well$-$known food and beverage brands such as Pillsbury, Betty Crocker, Nature Valley, Yoplait, Progresso, and Old El Paso. The company recently expanded its portfolio of brands with the purchase of Blue Buffalo pet food.

General Mills might best be known for its presence in the cereal aisle at your local grocery store. General Mills manufactures $11$ well$-$known cereal brands including Chex, Cheerios, Total, Wheaties, and Cascadian Farm. Each of these brands has multiple varieties.

General Mills is using a strategy for the cereal brands in its product mix.

individual branding

captive branding

co$-$branding

private label branding