Food giant spoons up a cereal box redo – USATODAY.com

"There's never been a time like this," says Addicks, a 23-year veteran of the company. "Because of the digital technology that resides in people's hands … we can now deliver content that engages and enhances the experience. Before, we had to rely on a 30-second TV ad."

Addicks is trying to reinvent food packaging, especially cereal, by using digital technology. He's working on concepts that he hopes will be out by the summer and won't reveal much, citing General Mills' rivalry with other food companies, most notably Kellogg's.

General Mills has YouTube channels for Betty Crocker, Pillsbury and other brands. Roe wants the company to view itself as a publisher, not an advertiser. "We see them as a Food Network or Epicurious," she says. "They have … really strong content that they produce. They are really progressive in this space."

Food giant spoons up a cereal box redo – USATODAY.com