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Nestlé and General Mills Joint Venture Cereal Partners Worldwide A Nestlé and General Mills joint venture Making healthy breakfasts easier This publication is not intended for commercial communication At Cereal Partners Worldwide (CPW) we aim to provide our consumers around the world with a healthy start to their day. Our breakfast cereals are a convenient and tasty way to eat a nutritious breakfast. Combining forces for over two decades Established in 1990, CPW is a 50-50 joint venture between General Mills and Nestlé. It owes its success to the support and know-how of Fast facts its partner companies. The joint venture combines Nestlé’s strong worldwide presence and brands, its deep local market and distribution 50/50 joint venture Nestlé knowledge, and its production facilities, with General Mills’ technical and General Mills excellence in cereal products and processes, its proven cereal marketing Sales of 2 billion CHF (2012) expertise, as well as its wide portfolio of successful US cereal brands. 4500 employees The powerful combination is a proven competitive advantage and a secret of success. The joint venture has returned profit equally to its 17 factories partners since 1998. Three R&D centres Operations in 40 countries Sales in 140+ markets Headquarters in Lausanne, Around the world Switzerland Over 50 brands worldwide From its headquarters in Lausanne, Switzerland, CPW is managed by its Global brands : Fitness®, ® ® own fully accountable leadership team with the CEO reporting into the Cheerios , Chocapic and Nesquik® CPW Supervisory Board, chaired by the CEOs of Nestlé and General Mills. Operating outside General Mills’ home breakfast cereal markets the US and Canada, CPW drives sales in over 140 countries around the world, building on Nestlé’s presence and infrastructure. H F G E 2 D 1 I A J L K C N B 3 M CPW R&D locations Production facilities 1 USA A Mexico F UK (2) K Malaysia 2 Switzerland B Chile G Poland (2) L Philippines 3 Australia C Brazil H Russia M Australia D Portugal I Turkey N South Africa E France (2) J China Diversity rules Our 4500 employees –combining talent from Nestlé and General Mills, as well as many people recruited by CPW— generate CHF 2 billion (2012) in annual revenues. Our diverse workforce prides itself on the joint venture’s unique, action-driven culture, reflected in CPW’s values. Our vision is to be the world’s favourite breakfast cereal company by leveraging the power of the big and the spirit of the small. “Big” refers Chocapic® to the strengths of our parent companies Nestlé and General Mills, Chocapic® is available in over both renowned industry leaders. “Small” refers to the entrepreneurial 30 markets. It is a delicious operating mindset of CPW. Being small, but truly global, we have breakfast cereal made with the ability to adapt to changes in the marketplace and to make whole grain, plus a rich decisions quickly. chocolate taste that kids love. Consumers at the heart With a singular focus on the breakfast cereal category, CPW has developed deep knowledge and understanding of breakfast cereal markets around the world. The consumer is at the heart of all our marketing efforts and this has been the key to much of our success. Mostly marketed under Nestlé brand umbrella, CPW has a growing portfolio of brands through acquisitions such as Uncle Tobys in Oceania. Today, CPW has over 50 brands, including Fitness®, Cheerios®, Chocapic® and Nesquik®, which are enjoyed by consumers around the world. Fitness® Fitness® breakfast cereal is made with whole grain, and 10 vitamins and minerals including Calcium for a sensible, great-tasting start to the day. Cheerios® Nesquik® Originally, Cheerios® was Nesquik® breakfast cereal has launched by General Mills in the one and only irresistible 1941 in the US. Currently, taste of Nesquik® chocolate Cheerios® is sold by CPW in in every bite. Present in over nearly 40 markets and is made 45 countries around the with four whole grains –corn, world, it is made with whole oats, wheat and rice– which the grain, minerals, plus Iron and entire family can enjoy. Calcium. A responsible breakfast choice Our people, our brands and our company’s reputation are our foundation. History Together with Nestlé and General Mills we maintain high standards for 1989 - signing of the joint responsible advertising, marketing and an ongoing commitment to product venture agreement between renovation and innovation. Building further on the leading programmes Nestlé and General Mills of our partners, we focus on product quality, safety and the environment June 1, 1990 - CPW began to ensure sustainability. At CPW, we’re all about reducing waste along operations in South West Europe the value chain and going the extra mile to drive continuous improvement and the UK in our business processes. 1991 - Nesquik®, Chocapic® and Cheerios® breakfast cereals 1992 - Mexico and Italy 1993 - South East Asia Longstanding 1994 - Poland (with acquisition of Torun Pacific) and South America commitment to nutrition, 1995 - launch of Fitness® breakfast cereals health and wellness 1997 - Russia 1998 - became profitable, equal share back to Nestlé and As a leading provider of breakfast cereals made with whole grain worldwide, General Mills continuously improving the nutritional benefits of our breakfast cereals 2002 - China is at the core of CPW’s business worldwide. Since 2003, we removed over WHOLE GRAIN HAT 2003 - Australia Off-Packaging Whole Grain Logo 9000 tonnes of sugar and almost 900 tonnes of salt from our breakfast cereals globally, and we added over 3.4 billion servings of whole grain. 2005 - New Zealand The green whole grain banner indicates that our breakfast cereals 2005 - whole grain reformulation (1) Nestlé Nestlé are made with a minimum of 8 g of whole grain per serving . BREAKFASTin Nestlé breakfast cereals BREAKFAST Whole grain is an important part of a balanced diet. ™ Cereals2006 - Uncle Tobys acquisition™ Cereals Process version Black & White version 1 In 2012, CPW committed to reducing the sugar content of 20 Nestlé 2009 -Process South Africa BLACK branded breakfast cereal brands popular with children and teenagers to 2010 - CPW twentieth anniversary 9 g or less per serving by the end of 2015; meaning a sugar reduction of up Nestlé Nestlé to 30 per cent across brands including Nesquik® and Chocapic®, with whole 2011 - Opening CPW Innovation BREAKFASTCentre for R&D in Orbe BREAKFAST grain as the main ingredient, increasing calcium to at least 15 per cent of ™ Cereals ™ Cereals the Recommended Daily Allowance per serving (2), and reducing sodium 2012 - Start production in Turkey, Spot colour version Black & White version 2 per serving to 135 mg or less. Pantone Yellow CSouthPantone 369C AfricaPantone 3425C and Malaysia BLACK OFF-PACKAGING WHOLE GRAIN LOGO • The Off-Packaging Whole Grain logo has been developed for usage of the Nestlé Whole CPW continuously aims to make it easier for consumers to eat a nutritious Grain logo outside of cereal packaging. • Examples of usage would include T-shirts, POS, sports apparel and trade communication. 2.8 breakfast without compromising on taste. Cereal Partners Worldwide CPW S.A. ©2013 Chemin du Viaduc 1 Case Postale 1000 Lausanne 16, Switzerland (1) A serving size is defined as 30g by the European Breakfast Cereal Association. (2) Applies in countries where our products are fortified..
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