Dive Brief:

• General Mills is looking to consolidate the number of ad agencies it uses for its brands in the United Kingdom, according to trade publication Campaign Live.
• The company has sent requests for proposals for new pitches for brands such as Green Giant, Betty Crocker, and Nature Valley.
• The move follows a shakeup among marketing executives at the packaged food giant. 

Dive Insight:

Suddenly it seems as if the biggest trend in food industry advertising is to reduce the number of agencies any food company uses. General Mills' decision comes just weeks after Nestle decided to cull its digital herd and Kraft announced a purge of its agencies.