In 1880, after winning the gold, silver and bronze medals at the first International Millers Exhibition, the company changed the brand name to Gold Medal.
When John Crosby joined as partner in Washburn’s business in 1877 the company changed its name to the Washburn Crosby Company.
In 1921, the company introduced Betty Crocker and it was to become one of the most successful brand names ever introduced by an American food company.
In 1928 the Washburn Crosby Company introduced a cereal, Washburn’s Gold Medal Whole Wheat Flakes. Its name was shorted to Wheaties.
In the same year, under President James Ford Bell, the Washburn Crosby Company merged with a number of leading regional mills to become General Mills, Inc.
After World War II, consumers demanded products that required less time to prepare. In response, General Mills introduced Betty Corker cake mixes in 1947 and presweetened cereals in 1954.
General Mills introduce many new cereals, including Trix (1954), Lucky Charms (1963), and Honey Nut Cheerios (1979).
In addition to cereal, General Mills has also introduced many snack foods and junk foods, such as Bugles (1965) and Milk ‘n Cereal Bars.
The company diversified into industries such as toys and fashion in the 1960s but by the 1990s was again delaying exclusively with consumer foods.
General Mills acquired one if its chief rivals, Pillsbury Co., in 2001. Its headquarters are in Minneapolis.
General Mills – American Fortune 500 corporation
