A new Chf 47m Cereal Partners Worldwide Innovation Centre has opened. The facility, based at Orbe in Switzerland, confirms the continued success of the 20 year joint venture between Nestlé and General Mills.
The new centre – which aims to build on Nestlé’s long-standing R&D experience and General Mills’ technical strengths; as well as both partners’ expertise in food processing technologies – adds to CPW’s existing 14 factories and two R&D centres worldwide.
As headquarters of CPW’s global R&D network, the centre focuses on breakfast cereal solutions that deliver consumer benefits such as improved nutritional content, freshness, taste and texture.
The centre was opened by Paul Bulcke, Nestlé chief executive officer, on 1 February 1, 2011.
Mr Bulcke outlined the strength of the partnership and added: “This is a complementary mix of skills, as General Mills has a proven cereal marketing approach, technical excellence and a wide portfolio of successful US brands; and Nestlé has a strong worldwide presence and brands, together with a deep local market and distribution knowledge and production facilities.”
Currently the number two breakfast cereal producer globally with more than 4,000 employees, the alliance was set up in 1990 to produce and sell ready-to-eat breakfast cereals worldwide beyond the US and Canada. Each of the two companies saw an opportunity to capitalise on the projected growth of the worldwide breakfast cereal market.
Ms Strauss explained that the centre, with more than 80 employees, creates a global hub of research and development and will leverage scientific knowledge from both partners.
She said: “CPW already leverages expert support in science and research from both Nestlé and General Mills, but this will make it much easier to collaborate across our R&D facilities. It will ensure that CPW provides consumer-preferred products, irrespective of geographic location. In addition, the centre’s location near CPW headquarters in Lausanne, Switzerland, will help bridge knowledge transfer and cross-functional alignment across the business.”
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