Cheerios in a spoonful of milk

General Mills, the maker of Cheerios cereal, is part of a growing number of old-economy companies that have joined technology companies to create venture capital funds. Credit David Duprey/Associated Press

At first glance, the maker of Cheerios and Cocoa Puffs might not fit the image of a cutting-edge venture capital investor

Originally published in The New York Times by Randall Smith

Excerpt: General Mills, based in Minneapolis, is part of an increasing number of old-economy companies, including the convenience chain 7-Eleven and the Campbell Soup Company, that have joined a crowd of technology companies to create venture capital funds. Through them, they scout for new products or services and promising potential business partners.

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