Who Owns Betty Crocker?
Betty Crocker is owned by General Mills, Inc., a publicly traded American food company listed on the NYSE under the ticker GIS. The brand was created in 1921 by the Washburn-Crosby Company, a General Mills predecessor, as a fictional consumer persona, and it remains one of the company's flagship packaged food brands covering baking mixes, frosting, and meal helpers.
Parent Company
Founded
1921
Status
Publicly Traded
Headquarters
Who Owns Betty Crocker?
- Parent Company: General Mills, Inc.
- Ownership Type: Brand division
- Company Type: Publicly Traded
- Stock Ticker: NYSE: GIS
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Betty Crocker | General Mills, Inc. | Brand division |
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History of Betty Crocker
- Founded: 1921
- Founders: Washburn-Crosby Company (General Mills predecessor)
Washburn-Crosby created the Betty Crocker name in 1921 to personalize mail answers to baking questions, and the persona became a radio voice within three years, hosting what became the longest-running radio cooking program in history. General Mills formed in 1928 through the merger of Washburn-Crosby and other mills, inheriting the brand.
Product launches built the empire: Bisquick in 1931, the first Betty Crocker cookbook in 1950, cake mixes and frosting through the 1950s, and Hamburger Helper in 1971. The red spoon logo, introduced in 1954, became one of the most recognized marks in American food. Under General Mills, Betty Crocker remains a top-tier baking authority, with its product line spanning cake, brownie, cookie, and muffin mixes, frosting, Bisquick, Hamburger Helper, Suddenly Salad, and specialty baking items.
About General Mills, Inc.
What does General Mills own?
General Mills owns a portfolio of consumer food brands including Cheerios, Lucky Charms, Wheaties, Cinnamon Toast Crunch, Betty Crocker, Pillsbury, Haagen-Dazs, Nature Valley, Yoplait, Totino's, Old El Paso, Annie's, and Blue Buffalo pet food. The company operates in more than 100 countries and sells products across breakfast cereals, snacks, baking, frozen foods, yogurt, and pet food categories.
Is General Mills publicly traded?
Yes, General Mills, Inc. is listed on the New York Stock Exchange under ticker GIS. The company has been publicly traded for decades and has paid dividends continuously for more than 125 years. Major institutional shareholders include Vanguard Group, BlackRock, and State Street. General Mills has no single controlling shareholder.
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What is General Mills' annual revenue?
For fiscal year 2025 (ended May 25, 2025), General Mills reported net sales of $19.5 billion, down 2% from $19.86 billion in FY2024. Net earnings were $2.3 billion, down 8% year-over-year. Diluted EPS was $4.10, and adjusted diluted EPS was $4.21. Operating profit was $3.3 billion, down 4%.
Who is the CEO of General Mills?
Jeff Harmening has served as Chairman and CEO since 2017. He has emphasized a "remarkable experience" framework focused on product innovation, consumer value, and brand building to restore volume-driven growth. Harmening stated that the company's "number one goal in fiscal 2026 is to restore volume-driven organic sales growth."
Who founded General Mills?
General Mills was formed in 1928 through the merger of Washburn-Crosby Company and several other flour milling companies. Washburn-Crosby Company was founded in 1866 by Cadwallader Washburn and John Crosby in Minneapolis, Minnesota. James Ford Bell led the 1928 merger that created General Mills.
Where is General Mills headquartered?
General Mills is headquartered in Minneapolis, Minnesota, USA. The company has maintained its headquarters in the Minneapolis area since its founding, reflecting the city's historical importance as a center of flour milling and food processing.
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What is General Mills' FY2026 outlook?
For fiscal 2026, General Mills expects organic net sales to range from down 1% to up 1%. Adjusted operating profit is expected to decline 10-15% in constant currency, and adjusted diluted EPS is expected to decline 10-15% from the FY2025 base of $4.21. The decline reflects growth investments, input cost inflation including tariff impacts, and a reset of corporate incentive compensation.
- Founded: 1928
- Headquarters: Minneapolis, Minnesota, USA
- Company Type: Publicly Traded
- Stock: NYSE: GIS
Where Is Betty Crocker Made / Based?
- Headquarters: Minneapolis, Minnesota, USA
Betty Crocker Categories & Tags
Brands Owned by General Mills, Inc.
Food BeverageAnnie's
Owned by General Mills, Inc.
American brand of organic and natural food products including mac and cheese, snacks, and baking mixes.
organic-foodnaturalmac-and-cheese
Pet CareBlue Buffalo
Owned by General Mills, Inc.
Premium natural pet food brand owned by General Mills, founded in 2002 and acquired in 2018 for approximately $8 billion, covering BLUE Wilderness, Basics, and True Solutions lines.
pet-fooddog-foodcat-food
Food BeverageCheerios
Owned by General Mills, Inc.
Iconic American breakfast cereal brand consisting of toasted oat O's, known for its heart-healthy positioning. Owned by General Mills.
breakfast-cerealoat-cerealhealthy-cereal
Food BeverageHäagen-Dazs
Owned by General Mills, Inc.
Premium ice cream brand founded in 1961 in the Bronx, New York, owned by Nestlé and sold in over 70 countries.
ice-creampremium-dessertfrozen-treats
Food BeverageLucky Charms
Owned by General Mills, Inc.
American breakfast cereal made of frosted oat pieces and colored marshmallow shapes, produced by General Mills since 1964. The first cereal to include marshmallows.
breakfast-cerealcerealkids-cereal
Food BeverageNature Valley
Owned by General Mills, Inc.
Granola and snack bar brand owned by General Mills, launched in 1975 as the original granola bar and still a leading U.S. snack bar label.
snacksgranola-barsfood
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Betty Crocker Ownership: Pros & Cons
Advantages
- +Backed by General Mills' $19.5 billion in annual sales and distribution scale
- +Century-long brand trust makes it the default baking aisle choice
- +Flagship placement inside a leading North America Retail segment
- +Cross-promotion across the cereal-to-dessert family portfolio
- +Iconic recognition that requires minimal marketing spend
Considerations
- -Baking mixes face secular decline as scratch and fresh-baked trends grow
- -Competes internally with sister brand Pillsbury inside the same parent
- -Limited premium positioning versus artisan and specialty brands
- -Reliance on center-store categories under structural pressure
- -Brand strength is concentrated in North America
Frequently Asked Questions About Betty Crocker
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Sources & Further Reading
Competitors to Betty Crocker
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| General Mills | USA | 1869 | Mass market | United states | All-ages | |
| Kraft Heinz | USA | 1903 | Mass market | United states | All Genders | |
| General Mills | USA | 1975 | Mass market | United states | All-ages |
Learn More About Competitors
Food BeveragePillsbury
Owned by General Mills, Inc.
American refrigerated dough and baking brand owned by General Mills, founded as a Minneapolis flour mill in 1869 and acquired in the 2001 deal that brought it under the General Mills portfolio.
bakingdoughfood
Food BeverageKraft
Owned by Kraft Heinz Company
American packaged food brand owned by Kraft Heinz, known for Kraft Mac and Cheese, Kraft Singles, mayonnaise, and salad dressings since 1903.
mac-and-cheesecheesepackaged-food
Food BeverageNature Valley
Owned by General Mills, Inc.
Granola and snack bar brand owned by General Mills, launched in 1975 as the original granola bar and still a leading U.S. snack bar label.
snacksgranola-barsfood
Competitive Analysis
Market Positioning: Betty Crocker competes with 3 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to Betty Crocker
Looking for brands with different ownership structures? These similar brands are not owned by General Mills, Inc., giving you alternative choices that support different corporate structures.
Food BeverageBaby Ruth
Owned by Ferrero
American chocolate candy bar with peanuts, caramel, and chocolate, founded in 1921 by Curtiss Candy Company and owned by Ferrero Group since January 2018.
chocolateconfectionerycandy
Privately Owned
Baby Ruth is privately owned, unlike Betty Crocker which is under a publicly traded parent company.
Food BeverageButterfinger
Owned by Ferrero
American candy bar brand known for its peanut butter and chocolate flavor, owned by Ferrero Group.
candy-barchocolatepeanut-butter
Privately Owned
Butterfinger is privately owned, unlike Betty Crocker which is under a publicly traded parent company.
Food BeverageCheez-It
Owned by Mars, Incorporated
American brand of cheese cracker snacks owned by Mars, Incorporated through its Kellanova subsidiary. Created in 1921 in Dayton, Ohio.
snackscrackerscheese
Privately Owned
Cheez-It is privately owned, unlike Betty Crocker which is under a publicly traded parent company.
Food BeverageCrunch
Owned by Ferrero
Milk chocolate and crisped rice bar introduced by Nestle in 1938, now produced in the United States by Ferrara Candy Company (Ferrero) and globally by Nestle.
chocolateconfectionerycandy
Privately Owned
Crunch is privately owned, unlike Betty Crocker which is under a publicly traded parent company.
Food BeverageJammie Dodgers
Owned by Burton's Biscuit Company
British jam-filled biscuit brand created in 1960, owned by Burton's Biscuit Company, part of the Ferrero Group since 2020.
biscuitsjam-filledcookies
Privately Owned
Jammie Dodgers is privately owned, unlike Betty Crocker which is under a publicly traded parent company.
Food BeverageKellogg's Corn Flakes
Owned by Ferrero
Iconic ready-to-eat breakfast cereal invented in 1894, now owned by Ferrero through WK Kellogg Co.
breakfast-cerealready-to-eat-cerealcorn
Privately Owned
Kellogg's Corn Flakes is privately owned, unlike Betty Crocker which is under a publicly traded parent company.
General Mills, Inc. Stock Information
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