According to the latest annual report, General Mills generated net sales of about 15.62 billion U.S. dollars in 2017 (thereof 10.2 billion U.S. dollars in U.S. retail, 3.55 billion U.S. dollars outside the U.S., and about 1.87 billion U.S. dollars with convenience stores and foodservice). The company employed approximately 38,000 people around the world.
Category-wise, snacks brought in the lion's share of the company's net sales in 2017, followed by cereal products and convenient meals. In the ready-to-eat cereal aisle, General Mills constantly competes with its long-term rival The Kellogg Company.
Many of the company’s food brands have leading market positions within their specific category. The company was rated as a leading vendor of granola bars in 2017, based on category sales of about 615.8 million U.S. dollars. General Mills owns Chex Mix, Nature Valley and Cascadian Farm granola bar brands. To promote their products, General Mills spent about 623.8 million U.S. dollars on advertising and media activities in 2017.