Cereal Partners Worldwide S.A. is a

joint venture A joint venture (JV) is a business entity created by two or more parties, generally characterized by shared ownership, shared returns and risks, and shared governance. Companies typically pursue joint ventures for one of four reasons: to acce ...

between

General Mills General Mills, Inc. is an American multinational corporation, multinational manufacturer and marketer of branded ultra-processed consumer foods sold through retail stores. Founded on the banks of the Mississippi River at Saint Anthony Falls in ...

and

Nestlé Nestlé S.A. ( ) is a Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Switzerland. It has been the largest publicly held food company in the world, measured by revenue and other metrics, since 20 ...

, established in 1991 to produce

breakfast cereal Breakfast cereal is a category of food, including food products, made from food processing, processed cereal, cereal grains, that are eaten as part of breakfast or as a snack food, primarily in Western societies. Although warm, cooked cereals li ...

s. The company is headquartered in

Lausanne Lausanne ( , ; ; ) is the capital and largest List of towns in Switzerland, city of the Swiss French-speaking Cantons of Switzerland, canton of Vaud, in Switzerland. It is a hilly city situated on the shores of Lake Geneva, about halfway bet ...

, Switzerland, and markets cereals in more than 130 countries (except for the

U.S. The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 states and a federal capital district, Washington, D.C. The 48 contiguous ...

and

Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...

, where General Mills markets the cereals directly). The company's cereals are sold under the Nestlé brand, although many originated from General Mills and some, such as Shredded Wheat and

Shreddies Shreddies are a breakfast cereal marketed in Canada, the United Kingdom, and Ireland. It was first produced in Canada in 1939 by Nabisco. The ''Shreddies'' brand is held by Post Consumer Brands in Canada, and Nestlé in the United Kingdom and I ...

, were once made by

Nabisco Nabisco (, abbreviated from the earlier name National Biscuit Company) is an American manufacturer of cookies and snacks headquartered in East Hanover, New Jersey. The company is a subsidiary of Illinois-based Mondelēz International. Nabisco' ...

. In Australia and New Zealand, some of CPW's products are sold under the Uncle Tobys brand. In 2022 the company started selling cereals under the General Mills brand but some cereal brands like Trix still continue to have the Nestlé brand. They have an annual turnover of about two billion US dollars, and a workforce of about 4,000 employees. The company is headquartered in Lausanne.

Products

Breakfast cereals produced by Cereal Partners include: *

Cheerios Cheerios is a brand of cereal manufactured by General Mills in the United States and Canada, consisting of pulverized oats in the shape of a solid torus. In Europe, Cheerios is marketed by Cereal Partners under the Nestlé brand; in Austral ...

** Honey Cheerios * Chocapic * Cookie Crisp * Curiously Cinnamon * Fitness * Golden Grahams * Golden Nuggets * Lion Cereal * Lucky Charms * Nesquik *

* Shredded Wheat * Trix

References

External links

Cereal Partners UK

Food and drink companies established in 1991 Swiss companies established in 1991 Breakfast cereal companies Food and drink companies of Switzerland General Mills Nestlé Swiss brands Joint ventures Companies based in Lausanne {{food-product-stub