“Good Measure: A New Snacking Solution for Blood Sugar Management by General Mills”
The launch of Good Measure, a brand emerging from General Mills’ Innovation Lab, seeks to provide a solution for consumers struggling to enjoy snacks. In a video featured on Good Measure’s website, founders Ryan Backer and Tom Nack discuss their quest to identify food-related challenges that could be addressed. They encountered a mother who had to meticulously measure portions and refer to charts in order to provide her 10-year-old diabetic daughter with a snack, followed by administering the right amount of insulin to ensure her body could process it. Backer, Nack, and their co-founder Jonathan Scearcy delved into the issue and dedicated their efforts to creating snacks that individuals with blood sugar concerns could consume without complicated calculations.
Although this brand may appear to cater to a niche market, it addresses the needs of millions who would benefit from diabetes-friendly snacks that are gentle on blood sugar levels. According to statistics from the Centers for Disease Control and Prevention released last year, 10.5% of the U.S. population has diabetes, while over a third are classified as pre-diabetic, characterized by elevated blood sugar levels that could lead to diabetes if not managed. Many foods that are deemed healthy, such as fruits and carbohydrates, can cause significant blood sugar spikes.
Consumers are increasingly drawn to products that cater to specific health and wellness needs, creating a growing demand for manufacturers to respond. This particular niche has not been widely addressed, with a quick search for snacks that won’t cause blood sugar spikes yielding options like avocado and quinoa. General Mills is keen to highlight the benefits of Good Measure; the phrase “Little impact on blood sugar” is prominently displayed on each snack bar’s packaging, overshadowing the brand name.
General Mills is not alone in targeting specific dietary needs. Hormel has long produced products under its Thick & Easy brand for individuals with swallowing difficulties. Similarly, Nestlé has developed several brands aimed at particular consumer groups, including the nutritional supplement drink Boost. Nestlé has actively expanded this segment by acquiring brands that fulfill unique nutritional requirements.
Good Measure represents the inception of a promising new business avenue for General Mills. Originating from its Innovation Lab, Good Measure signals the company’s commitment to exploring health-oriented niches. There is ample opportunity for growth not only for this brand—evidenced by images of Good Measure Almond Crisps featured on General Mills’ blog, hinting at future snack offerings—but also for other areas in the market for foods that are both appealing and cater to dietary needs, such as those promoting Citracal heart health.
