 Shares of General Mills fell 4% in early trading and could not muster a rally. The drop comes on the heels of the consumer foods company's fiscal fourth quarter revenue falling short of projections. The parent of brand staples such as Cheerios and Betty Crocker reported a net income of $558 million or $0.98 a share, down nearly $60 million and off $0.05 from $1.03 a share during the same period last year. General Mills finished today's trading session down 4.5%.