Cereal Partners Worldwide

Cereal Partners Worldwide S.A. (CPW) is a global breakfast cereal manufacturer and a 50:50 joint venture between Nestlé and General Mills. Established in 1990, the partnership manages the production, marketing, and distribution of Nestlé-branded breakfast cereals outside the United States and Canada, where General Mills markets its cereals independently.^[1] As of 2024, CPW products are sold in more than 130 countries, with headquarters in Lausanne, Switzerland.^[2]

Cereal Partners Worldwide S.A.

Company type	Joint venture
Industry	Food processing
Founded	1990
Headquarters	Lausanne , Switzerland
Area served	Worldwide (excluding the United States and Canada)
Products	Breakfast cereals
Owners	Nestlé (50%) General Mills (50%)
Website	https://www.nestle-cereals.com/global/our-promises/about-cpw

History

CPW was created in 1990 to expand the global reach of breakfast cereals and to combine General Mills’ product portfolio with Nestlé’s international distribution capabilities.^[2] The venture initially focused on Europe and the Middle East before expanding to Asia, Latin America and Africa throughout the 1990s and 2000s.

Many of CPW’s cereals originate from General Mills, including Cheerios, Nesquik, and Cookie Crisp. Other brands, such as Shredded Wheat and Shreddies, were acquired from previous manufacturers such as Nabisco. Products in Australia and New Zealand are marketed under the Uncle Tobys brand, owned by Nestlé.^[3]

Beginning in 2022, CPW initiated selective dual-branding strategies in some markets, allowing certain cereals to appear under the General Mills name while Nestlé branding remains dominant for legacy markets and products.^[4]

As part of its reformulation strategy, CPW has reduced sugar and sodium levels across multiple product lines since 2018 and expanded its whole-grain-first pledge across its portfolio by 2024.^[5]

Operations

CPW operates 17 manufacturing facilities worldwide, supplying regional markets across Europe, Latin America, Asia Pacific, the Middle East and Africa.^[1] The joint venture employs more than 4,000 people globally and maintains research and development centres in Switzerland and France.

General Mills remains responsible for cereal product innovation used by CPW, while Nestlé contributes distribution networks, regulatory infrastructure, and global sales operations.

Brands and Products

CPW markets over 50 cereal products globally. Prominent brands include:

• Cheerios
  • Honey Cheerios
  • Oat Cheerios
• Chocapic
• Cookie Crisp
• Curiously Cinnamon
• Fitness
• Golden Grahams
• Golden Nuggets
• Lion Cereal
• Lucky Charms (select markets)
• Nesquik
• Shreddies
• Shredded Wheat
• Trix

Availability varies by region due to differing regulatory and consumer-preference considerations.

Sustainability and Corporate Responsibility

CPW participates in Nestlé’s global sustainability initiatives, including:

• 100% recyclable or reusable packaging by 2025
• Responsible sourcing of cocoa and grains
• Reductions in greenhouse gas emissions across manufacturing sites
• Whole-grain-first nutritional commitments in all principal cereals

These initiatives are publicly reported through Nestlé’s annual sustainability disclosures.^[6]

See also

• General Mills
• Nestlé
• Breakfast cereal