How Cereal Partners Worldwide plans to bowl consumers over

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Breakfast cereals have a major perception problem.

“The category is under attack for being full of sugar and overly processed,” explained Samuel Rueff, global media lead at Cereal Partners Worldwide (CPW) – a joint venture between Nestlé and General Mills, two giants in the fast moving consumer goods (FMCG) space.

Such a trend is common across the food industry, as consumers – and especially millennials – seek out healthy culinary options. And when this audience is considering their first meal of the day, that often means looking beyond traditional family staples like Cheerios, Golden Grahams, Shredded Wheat, and other items...

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