General Mills's Slogans & Taglines

General Mills traces its origins to 1866, when Cadwallader Washburn built his first flour mill in Minneapolis, Minnesota. The Washburn-Crosby Company—renamed General Mills in 1928—pioneered branded consumer foods, launching Gold Medal Flour and Wheaties in 1924. The brand's iconic slogans include the 1959 cereal claim "The Big G stands for goodness" and Wheaties' enduring "Breakfast of Champions" (1937), while Lucky Charms debuted in 1964 with "They're Magically Delicious!" The portfolio spans breakfast cereals including Cheerios and Cinnamon Toast Crunch, baking mixes, Yoplait yogurt, and convenience staples such as Hamburger Helper. After acquiring Pillsbury in 2001, the company evolved its corporate identity, adding a red heart to the Big G logo in 2017 under the mission "Making Food People Love." Today, General Mills markets more than 100 brands across 100 countries, remaining a cornerstone of American packaged-food heritage.