US fmcg giant General Mills will use Pillsbury to drive more of its brands into the UK market now regulators have finally rubberstamped its $10.4bn purchase of the business. Pillsbury UK md Jim Moseley said the tie-up with General Mills provided his company with a "whole host of opportunities" to increase its range and boost market share. Although the deal has been on the regulator's table for well over a year, Pillsbury has only been able to have a proper look at the General Mills portfolio now that the FTC has cleared the deal, he added. "We're looking at whether GM's fruit snacks and organic brands would work here, but it's been a frustrating year in that we've had to wait for the FTC," said Moseley. "We're evaluating the opportunities to see what products are suitable for the UK and which might need adaptation." GM's cereal brands will continue to be represented in the UK through a joint venture with Nestlé. However Pillsbury will immediately take control of the marketing of GM's other brands on the UK market ­ Bugles snacks and Betty Crocker cake mixes. When Food Brokers' contract to sell and distribute Betty Crocker expires next year, these functions could also move inhouse, said Moseley. Although Pillsbury will take over the marketing of GM's Bugles savoury snacks, the brand will continue to be manufactured and distributed in the UK under licence by Golden Wonder. There is also huge potential to develop established Pillsbury brands Old El Paso, Green Giant, Häagen-Dazs and the Doughboy home baking range, said Moseley. Pillsbury is also reconsidering extending Green Giant beyond sweetcorn into other vegetables after an unsuccessful foray into the freezer cabinet with asparagus, broccoli and beans in 1999. Commercial directors Linda Hipkiss and Mark Lloyd will split the company's brands between them, with Lloyd handling chilled and frozen brands and Hipkiss responsible for ambient. Hipkiss will be supported by former GM marketer Scott Peterson as senior marketing manager. {{NEWS }}