The Consumer Brands Association has officially replaced the Grocery Manufacturers Association, Food Business News reports. Geoff Freeman is the group's president and CEO and Jeff Harmening, chairman and CEO of General Mills, is the group's chairman.

"The Consumer Brands Association is an entirely new organization with a focused, compelling agenda that establishes the industry as a champion of the billions of consumers it serves daily," Freeman said.

The mission of CBA:                                             

"Our industry has evolved considerably in recent years and the Consumer Brands Association will be a vital reflection of our united interests and alignment with today's consumer," Harmening told Food Business News.

The consumer packaged goods industry supports one in 10 U.S. workers – about 20.4 million jobs – and is the largest manufacturing employer in the nation, generating $1.1 trillion in labor income and contributing $2 trillion to the nation's GDP, according to Progressive Grocer.

The rebranding was announced last year and was set in motion about 18 months ago. The association is focusing on consumers and the industry whose products Americans depend on every day.

The CBA wants to be seen as the association for household products, personal care and cosmetics, The Hill reports.