Why would one of the world's biggest food companies, with annual sales of $17.6 billion (?16 billion), buy a start-up brand with sales of just $20 million (? 18 million)? The answer? The big company - General Mills - is one of the few that understands "the new normal" in food and beverage markets: that success will come not from chasing the mirage of high-volume opportunities, but from patiently growing small brands.
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