Nielsen has worked with General Mills for the past 10 years, giving data to help understand the current and future trends in the consumer-packaged goods (CPG) sector. This will now be enhanced with Nielsen’s Connect platform in the US and into other key global markets.

Laura McCullough, executive vice-president of US manufacturer client success, Nielsen said: “Through Nielsen Connect, we will be expanding General Mills’ view into the consumer marketplace to provide a deeper understanding of its core consumer needs, propel faster data-driven decisions to foster a more nimble operating environment and generate a prime environment for General Mills to make more meaningful connections between their consumers and brands.”