General Mills is piloting its newly developed DTC strategy to lift its e-commerce sales. General Mills’ global e-commerce lead of DTC, Carter Jensen, gave an insight into the company’s future aims while giving a talk at the Modern Retail DTC Summit, held last week in New Orleans. The company is planning to launch DTC campaigns with 30 brands as DTC has emerged to be a prominent component of the company’s overall programme. The three categories in which the company is planning to implement its DTC model are 1, Smaller upstart brands including Doolies and Good Measure. 2, Establish a direct relationship with customers by allowing them to order custom foil Michael Jordan Wheaties boxes from shop.wheaties.com. 3, The sales-oriented beef jerky category, which is more profit-driven.