The brand has approached a number of agencies regarding its online business, and is holding talks with various interested shops over the coming weeks.
In the past General Mills has used agencies on a project basis to create digital campaigns, but is now understood to be keen to establish a set roster of retained agencies.
General Mills currently oversees six household brands in the UK, including the premium ice cream brand Haagen-Dazs, sweetcorn brand Green Giant, pastry company Jus-Rol and the Mexican food brand Old El Paso.
In the UK, General Mills currently spends around £15 million on advertising, with the bulk of that spend going on TV.
The majority of General Mills’ TV work is handled by Saatchi & Saatchi. Earlier this year the agency created a new campaign for Green Giant, which saw a mum serve dinner to her sons in the style of a Hollywood movie.
News of the General Mills digital review follows the conclusion of a pitch for the company’s UK and Ireland media planning and buying business. UM London retained the account in May after a three-month process.