Leveraging the e-commerce channel, as well as continued, aggressive focus on expanding and innovating with "better for you" brands, is key in General Mills' growth strategy, the company's leaders stressed this week, during a first-quarter earnings call. While online sales currently account for 1% to 2% of its overall sales, Shawn O'Grady, SVP and president, sales and channel development, said that online is the company's fastest-growing sales channel, and noted that projections over the next four to five years are in the 5% to 6% range.