By Jesse Newman

General Mills is going all in on protein and fiber as the food giant works to turn around its struggling business.

Dana McNabb, group president of General Mills' North America retail and pet divisions, told investors Wednesday that the company is focusing on offering such premium benefits in its new products, and that so far, consumers approve.

McNabb said that Cheerios Protein is on track to be a $100 million business by the end of this year, and that General Mills is also bringing more protein to Honey Nut Cheerios. The company recently launched Ghost protein bars, and is adding protein or fiber to Annie's fruit snacks, Larabar snack bars and Ratio Granola, McNabb said.

General Mills is especially focused on consumers using weight-loss drugs. "We will double down with GLP-1 users on our Fiber One and Protein One business," McNabb said.

General Mills shares were down slightly Wednesday as the company posted lower quarterly profit and sales but maintained its full-year outlook.

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March 18, 2026 12:55 ET (16:55 GMT)

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