To compete with big companies like General Mills that have 150 years in the market and being the 10th largest food company in the world http://www.claritycoverdalefury.com/2016/03/how-general-mills-is-changing-to-accommodate-conscious-consumers/) , the newcomers would have to have the tangible and intangibles resources (equipment, supplies, plant, capital, culture, knowledge brand equity and intellectual property) as an established company. Added to that General Mills and other big companies benefit from mass production that help them have a cost advantage over new entrants. It is hard for new entrants to compete with companies like General
