Iconoculture lands General Mills dough
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General Mills invests in trendspotting research agency as part of a $10m financing round
Food giant General Mills has taken a stake in US-based trendspotter Iconoculture in a financing round raising $10m for the observational research agency.
The financing round was led by venture capitalists WaldenVC. The size of General Mills investment was not disclosed.
Iconoculture plans to use the extra cash to fund a geographic expansion and to market new service offerings. The company is headed by chief executive Dan Frawley.
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