General Mills, Nestle Open Swiss Innovation Center

At an event in Orbe, Switzerland, executives from Nestle and General Mills attended the opening of an innovation center for Cereal Partners Worldwide, (CPW), a joint venture between the two companies.

 

The new $50 million facility in Orbe will focus on innovation to deliver new consumer benefits through CPW’s breakfast cereals, including improved nutrition, taste and quality. This state-of-the-art technical facility will design and develop new platforms for future growth, including product innovation, technology, packaging, and nutrition research and development. 

 

Paul Bulcke, CEO of Nestle, says, “This is a complementary mix of skills, as General Mills has a proven cereal marketing approach, technical excellence and a wide portfolio of successful U.S. brands; and Nestle has a strong worldwide presence and brands, together with a deep local market and distribution knowledge and production facilities.” 

 

Nestle and General Mills established the joint venture in 1990, and today CPW is the world’s second largest cereal producer, marketing more than 50 brands -- including Fitness, Cheerios, Chocapic and Nesquik. CPW markets cereal in 130 countries worldwide.