Cereal Partners Worldwide
Encyclopedia
Cereal Partners Worldwide S.A. is a joint venture
between General Mills
and Nestlé
, established in 1991 to produce breakfast cereal
s. The company is headquartered in Lausanne
, Switzerland
, and markets cereals in more than 130 countries (except for the U.S.
and Canada
, 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
, were once made by Nabisco
.
The company's UK division is based in Welwyn Garden City
.
Joint venture
A joint venture is a business agreement in which parties agree to develop, for a finite time, a new entity and new assets by contributing equity. They exercise control over the enterprise and consequently share revenues, expenses and assets...
between General Mills
General Mills
General Mills, Inc. is an American Fortune 500 corporation, primarily concerned with food products, which is headquartered in Golden Valley, Minnesota, a suburb of Minneapolis. The company markets many well-known brands, such as Betty Crocker, Yoplait, Colombo, Totinos, Jeno's, Pillsbury, Green...
and Nestlé
Nestlé
Nestlé S.A. is the world's largest food and nutrition company. Founded and headquartered in Vevey, Switzerland, Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company, established in 1867 by brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866 by Henri...
, established in 1991 to produce breakfast cereal
Breakfast cereal
A breakfast cereal is a food made from processed grains that is often, but not always, eaten with the first meal of the day. It is often eaten cold, usually mixed with milk , water, or yogurt, and sometimes fruit but sometimes eaten dry. Some cereals, such as oatmeal, may be served hot as porridge...
s. The company is headquartered in Lausanne
Lausanne
Lausanne is a city in Romandy, the French-speaking part of Switzerland, and is the capital of the canton of Vaud. The seat of the district of Lausanne, the city is situated on the shores of Lake Geneva . It faces the French town of Évian-les-Bains, with the Jura mountains to its north-west...
, Switzerland
Switzerland
Switzerland name of one of the Swiss cantons. ; ; ; or ), in its full name the Swiss Confederation , is a federal republic consisting of 26 cantons, with Bern as the seat of the federal authorities. The country is situated in Western Europe,Or Central Europe depending on the definition....
, and markets cereals in more than 130 countries (except for the U.S.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
and Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
, 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
Shredded Wheat
Shredded wheat is a breakfast cereal made from whole wheat. As of January 2010, it was available in three sizes: bite sized , miniature , and full size, which may be broken into small pieces before milk is added .Both sizes are available in a...
and Shreddies
Shreddies
Shreddies is a breakfast cereal sold in the United Kingdom, Ireland, Canada, New Zealand and Germany produced by Post Cereals and General Mills, consisting of malted squares of inter-woven whole grain wheat.Shreddies has been made in the UK since 1955...
, were once made by Nabisco
Nabisco
Nabisco is an American brand of cookies and snacks. Headquartered in East Hanover, New Jersey, the company is a subsidiary of Illinois-based Kraft Foods. Nabisco's plant in Chicago, a production facility at 7300 S...
.
The company's UK division is based in Welwyn Garden City
Welwyn Garden City
-Economy:Ever since its inception as garden city, Welwyn Garden City has attracted a strong commercial base with several designated employment areas. Among the companies trading in the town are:*Air Link Systems*Baxter*British Lead Mills*Carl Zeiss...
.