By Ali Shaikh, General Manager – Middle East & Africa, General Mills

Ali Shaikh, General Manager – Middle East & Africa, General Mills

When the world rang in 2020, little did anyone imagine that the year would unfold with a black swan event – the coronavirus pandemic. Within weeks, every aspect of people’s lives – personal and professional – was overwhelmed by social distancing restrictions. 

From complete lockdowns to curfews, the ways of the world changed almost overnight. More than a year down the line, as the second wave creates pandemonium, full normalcy is still some way off. 

Changing Consumer Behavior

Meanwhile, consumer behaviour has witnessed a massive transformation driven by pandemic-linked compulsions, impacting people’s food consumption habits. To avoid chances of contracting the virus, most consumers have switched completely to e-commerce for all their grocery needs. As a result, within weeks, e-commerce volumes scaled levels that would otherwise have taken the company a few years to achieve. 

Moreover, one has noticed more value-buying by consumers. This trend is expected to continue even after all restrictions are lifted as major parts of the economy have been impacted particularly hard and consumers are still feeling the pinch. 

Being confined within the four walls of homes has made consumers rediscover the kitchen and their culinary skills. Before the pandemic, comfort food was just a click away via various food delivery apps. But as these services took a major hit from the fear of infection, consumers turned to brands they have trusted for long to impart a sense of normalcy and comfort in their lives. 

As a result, General Mills’ home-baking solutions brand Betty Crocker has been witnessing major demand because consumers are turning to cooking and baking as therapy – something to take their minds off the current real-world crisis.

Increased supplies followed in the wake of greater demand. Given the current COVID restrictions, this could have sparked a huge crisis. Nonetheless, supply chains have stepped up to meet the additional demand from retail partners and consumers without any major disruptions to date. In fact, company plants have been operating at full capacity across nearly all product categories to meet the surging demand as one understands the relief consumers experience while baking comfort food within the safe confines of their homes. Although it’s difficult to predict what lies ahead, the company is doing everything it can to ‘Make Food The World Loves and Needs’ while human and food safety remain top priorities. 

When the outbreak struck, General Mills was among the first companies to act swiftly and responsibly. Today, it is following WHO and local government guidelines in ensuring employees are safe via strict hygiene, social distancing, proper use of mask and temperature screenings, among others. One of the key focus areas has been supporting employee health and safeguarding the holistic wellbeing of both employees and their families. Regular initiatives such as counselling, mental health awareness, meditation and tele-consultations with medical specialists have been ongoing since last year in creating a safe space for employees to express themselves and seek help in case of need. 

Innovative Campaigns

As the world waits for the pandemic to end, there is some bright news – Betty Crocker turns 100 this year. The brand has been a source of inspiration for modern cooking trends as well as tried-and-tested recipes. Currently, Betty Crocker accounts for over 85% of the cake mixes segment. It is now poised to be a billion-dollar brand globally as it enters its 100th year. The milestone is being commemorated with the launch of its campaign, ‘Kitchen is For Everyone’, promoting gender equality and reminding consumers about the kitchen being an open, gender-neutral space. 

In May 2019, the campaign was inspired by Sultan – a teenage boy in the Middle East who tweeted a video about Betty Crocker’s Mug Treats packaging being addressed only to women. As his post went viral, the question raised by Sultan’s tweet compelled the company to review its brand’s fundamental values, permitting an opportunity to reset the standards for brands in the region. Not only were the cooking instructions of 20 Million packs changed but the brand became a regional catalyst for change with the launch of the ‘Kitchen is For Everyone’ campaign. Winning four Dubai Lynx awards, including the Glass award, the campaign ranks among the region’s best creative works. 

Earlier in March this year, our ice cream brand Häagen-Dazs renamed four of its iconic flavours on the occasion of International Women’s Day to celebrate and hear the remarkable stories of four iconic trailblazers in the region who didn’t hold back. The campaign was not just a tribute to women who pushed boundaries to achieve these remarkable accomplishments, but a call to women everywhere to use these inspirational stories as a springboard to pursue their own goals.

The company’s Mexican food brand Old El Paso recently launched a novel campaign in partnership with the UAE Food Bank during the holy month of Ramadan to spread awareness about food wastage. Old El Paso’s innovative solutions are encouraging consumers to turn leftovers into a different meal altogether, curbing food wastage. The partnership has also delivered 20,000 packs of Old El Paso tortilla wraps to the requisite facilities for those in need as part of the campaign.

The road to recovery might well be long and winding. Nevertheless, General Mills will continue to ensure that its consumers and employees navigate the path to normalcy with the food they love always by their side.