Who owns Trix?
Trix is owned by General Mills (the United States, NYSE: GIS).[1]
Evidence: General Mills, Inc. Annual Report on Form 10-K filed 2026-07-01, SEC EDGAR, 1 July 2026. Verified from filings; last checked .
Key facts
- Current owner
- General Mills, Inc. verified
- Owner HQ
- 🇺🇸 United States, Minneapolis, Minnesota
- Origin
- 🇺🇸 United States
- Founded
- 1954
- Category
- Food › Breakfast cereal › Ready-to-eat cereal
- Parent ticker
- NYSE: GIS
- Trademark registrant
- General Mills IP Holdings II, LLC (USPTO)
- Last verified
- · 2 sources
About Trix
Trix launched in 1954 and its rabbit mascot has been denied the cereal in advertising for seventy years, on the line that it is for kids. General Mills removed artificial colours in 2015 and restored them in 2017 after complaints.
How often General Mills names Trix in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central.
Trademark record for Trix
The USPTO record for the Trix mark lists General Mills IP Holdings II, LLC as the owner of record (serial number 73767669). That name matches the owner named above.[2]
Ownership timeline of Trix
- Current owner General Mills [1] verified
Where Trix sits in General Mills
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full General Mills ownership tree →
See the full General Mills brand portfolio (18) →
Other brands owned by General Mills
General Mills controls 18 brands on Brandtree, 17 of them in food.
Also in food
- Annie's (1989)
- Betty Crocker (1921)
- Cheerios (1941)
- Chex (1937)
- Cinnamon Toast Crunch (1984)
- Fiber One (1985)
- Häagen-Dazs (1960)
- Larabar (2000)
- Lucky Charms (1964)
- Nature Valley (1975)
- Old El Paso (1938)
- Pillsbury (1872)
- Progresso (1925)
- Totino's (1951)
- Wheaties (1924)
- Yoplait (1965)
Other brands in ready-to-eat cereal, and who owns them
General Mills has more brands in ready-to-eat cereal on Brandtree than any other owner: 7 of 32.
| Brand | Owner | Owner based in |
|---|---|---|
| Froot Loops | Ferrero | 🇮🇹 Italy |
| Grape-Nuts | Post Holdings | 🇺🇸 United States |
| Crunchy Nut | Mars | 🇺🇸 United States |
| EnviroKidz | Nature's Path | 🇨🇦 Canada |
| Chocapic | Nestlé | 🇨🇭 Switzerland |
| Jordans | Associated British Foods | 🇬🇧 United Kingdom |
| Frugra | Calbee | 🇯🇵 Japan |
| AXA | Lantmännen | 🇸🇪 Sweden |
About the owner: General Mills
General Mills is a publicly listed company headquartered in Minneapolis, Minnesota, United States, founded in 1856. Brandtree records 18 brands under its control, and it is listed as NYSE: GIS.
General Mills grew out of Minneapolis flour milling in the nineteenth century and incorporated under its present name in 1928. Cereal, snack bars, yoghurt and pet food are its largest businesses, and it holds Häagen-Dazs in North America.
General Mills: full profile, brands and acquisition history →
🇺🇸 Trix and other American brands
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Trix is not one of them.
Frequently asked questions
Who is the parent company of Trix?
The parent company of Trix is General Mills, a publicly listed company headquartered in the United States.
Is Trix American?
Yes. Trix originated in the United States in 1954 and its owner, General Mills, is also headquartered in the United States.
Is Trix still owned by General Mills?
Yes. As of 4 October 2026, Trix is still owned by General Mills. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] General Mills, Inc. Annual Report on Form 10-K filed 2026-07-01 — SEC EDGAR, SEC Form 10-K, published 1 July 2026; retrieved 16 September 2026.
- [2] USPTO: TRIX, serial 73767669 — United States Patent and Trademark Office, Trademark registry; retrieved 4 October 2026.
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