General Mills doubles down on branding to offset delay in volume recovery across CPG

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Source: Getty/RonOrmanJr (Getty Images/iStockphoto)

Full volume recovery for packaged food could take upwards of 18 months as consumers struggle to adjust to higher prices due to inflation – requiring CPG companies to be more flexible and reinvest in their brands as they did during the pandemic, and forcing shareholders to practice patience, warned General Mills CEO Jeff Harmening.