General Mills and Nestle have opened a new innovation center in Switzerland as part of Cereal Partners Worldwide, (CPW), a joint venture between the two companies.

The new $50 million facility in Orbe, Switzerland 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. 

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, and holds leading market positions in a number of those countries. 

The center was inaugurated by Paul Bulcke, CEO of Nestle; Ken Powell, chairman and CEO, General Mills; and Christi Strauss, president and CEO of CPW.

Mr. Bulcke outlined the strength of the partnership, adding, “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.” 

Ms. Strauss said the new global research and development hub will leverage scientific knowledge from both partners. “CPW already leverages expert support in science and research from both Nestle 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.”

Mr. Powell reinforced CPW’s commitment to advancing the health benefits cereal can provide, saying, “General Mills has been growing and innovating in the breakfast cereal category for more than 80 years, and we see a bright future for CPW as consumers around the world look to nutritious foods like cereals to help them live healthier lives.”