General Mills’ turnaround is working, according to company executives, but you wouldn’t know it based on its plummeting sales, volumes and stock price. Retail sales in the region also were hit hard, dropping 13% in the period. Close review of General Mills’ Nielsen-measured in-market performance suggests price cuts helped improve pound trends and increase volume share across eight of the company’s top 10 US categories, Harmening added. Beyond price cutsWhile price cuts are an effective short-term tool to boost volume share, they are “not sufficient to drive lasting growth,” Harmening said. Looking forward, General Mills plans to boost sales through a GameDay omnichannel activation that will include collaborations with several football all-stars, Harmening said.