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 located in Orbe, Switzerland.
The new $50 million facility 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.
Started in 1990, the JV is the world’s second largest cereal producer, marketing more than 50 brands — including Fitness, Cheerios, Chocapic and Nesquik. In India both countries operate independently of each other, but I would not be surprised to see some partnering among western companies as they expand innovation in India. Nestle has a center in Manesar, near Delhi and General Mills has an operation in Mumbai.
