General Mills sells Green Giant

General Mills announces the sale of its historic Green Giant brand to the well-known B & G Food for 765 million dollars .

Green Giant , the second US brand in frozen foods (a 6 billion dollar market), will in fact be more in line with B & G, which holds about forty brands of preserved foods and snacks.

General Mills, by contrast, is increasingly focusing its activities in the breakfast cereal segments with well-known brands such as Cheerios and Lucky Charms, Yoplait, and organic foods. It has recently acquired Annie’s.