How is digital used to launch new products? Jodi Benson, New Business Development Director for General Mills, describes developing a new line of Betty Crocker bake mixes by reaching out to online communities interested in gluten-free baking. By seeking out cake-loving communities online, Betty Crocker discovered the unmet need for gluten-free products. And, once a gluten-free product line was created, the company returned to these online communities to spread news about the launch.