Marketers no longer have to stick to the multi-million dollar sales quotas for products as social media is allowing for product giants like General Mills to exploit a much more niche market. Sophisticated direct marketing, social media tools and user-generated content (UGC) has given way to mass appeal product and big budget demand. People want customized products that fit their lifestyles and their needs. This is the case for General Mills’ new line of gluten-free baking products aimed at