A seven-day boycott of General Mills products is underway, initiated by the advocacy group People’s Union USA, and running from April 21 to April 28, 2025. This boycott is fueled by claims of toxic ingredients, lobbying against GMO labeling transparency, and contributions to the plastic pollution crisis. John Schwarz, the founder of People’s Union USA, has positioned General Mills as a symbol of corporate malfeasance within the food industry.
In a video released on April 20, Schwarz articulated his concerns, stating, "General Mills represents everything that is wrong with the corporate grip on our food system. This is a company that owns half the cereal aisle, floods our stores with ultra-processed garbage, and targets our children with sugary poison." His comments reflect a growing sentiment among consumers who are increasingly wary of the ingredients in their food.
The boycott comes on the heels of other economic protests targeting major corporations, including a recent seven-day boycott of Nestlé products, also led by Schwarz, which highlighted issues such as child labor in chocolate production and the corporation's exploitation of water resources in communities like Flint, Michigan.
The current boycott against General Mills is part of a larger movement advocating for consumer awareness and corporate accountability. The organization has called for a nationwide spending freeze, urging consumers to avoid all products manufactured by General Mills, which include popular brands like Cheerios, Cinnamon Toast Crunch, and Häagen-Dazs, among others.
Schwarz's criticisms extend beyond product ingredients to encompass broader corporate practices. He argues that General Mills has avoided paying its fair share of taxes and has consistently lobbied against transparency in food labeling. "They have spent millions lobbying against GMO transparency and better food labeling just so we stay blind to what we're really feeding our families," he stated.
The boycott is not an isolated event. Earlier this year, a nationwide 24-hour economic blackout took place on February 28, 2025, targeting several major retailers, including Amazon and Walmart. Following that event, a 40-day spending freeze at Target concluded on April 17, 2025. The People’s Union USA has announced plans for additional boycotts, including those against Amazon from May 6-12, Walmart from May 20-26, and Target from June 3-9, 2025, culminating in a large-scale economic blackout on July 4, 2025.
While the effectiveness of such boycotts remains debated, they have historically been used as a means to pressure corporations into changing policies. For instance, in 2023, Bud Light faced a significant sales drop after a controversial partnership with transgender influencer Dylan Mulvaney, which prompted calls for a boycott from conservative activists.
Data from the initial economic blackout in February suggests a mixed impact on consumer behavior. According to Cardlytics, a commerce media platform, there was a 12% increase in total spending and a 16% increase in transactions on that day compared to the previous year. However, the number of shoppers per transaction remained flat, indicating that while more people shopped, they did not spend significantly more.
As the boycott gains traction, consumers are encouraged to consider the brands they support. General Mills owns a wide range of products beyond breakfast cereals, including baking goods from Betty Crocker, snacks like Nature Valley, and pet food brands like Blue Buffalo. The full list of items to avoid during the boycott includes:
- Cereals: Cheerios, Chex, Cinnamon Toast Crunch, Cocoa Puffs, Lucky Charms, Raisin Nut Bran, and Wheaties.
- Baking Products: Betty Crocker, Pillsbury, Gold Medal, and Bisquick.
- Snacks: Nature Valley, Annie’s, Larabar, and Häagen-Dazs.
- Pet Food: Blue Buffalo.
As consumer advocacy groups continue to push for corporate accountability, the outcomes of these boycotts will likely shape the future of how companies engage with their customers and handle issues of transparency and ethics.
In light of the growing scrutiny on corporate practices, General Mills is also facing challenges in its financial performance. The company reported a 5% decline in net sales year-over-year during the third quarter of fiscal year 2025, with retail sales in the U.S. shrinking by 7%. CEO Jeffrey Harmening noted that consumers are becoming more "value conscious" and are cutting back on discretionary spending.
As the boycott continues, it remains to be seen how General Mills will respond to the mounting pressure from consumers and advocacy groups alike. The conversations surrounding food transparency, corporate responsibility, and consumer rights are becoming increasingly prominent in the public discourse, reflecting a broader demand for change in the corporate landscape.
