Despite its name, Nestlé Cereals is actually a joint venture in virtually all global markets except North America between Nestlé and General Mills, marketing both companies' cereal products. The corporate entity is Cereal Partners Wordwide, owned 50:50 by its two shareholders, though in most countries operations are handled out of the local Nestlé offices. CPW now covers more than 130 countries around the globe, and sales have effectively doubled since 2003. Among the few remaining significant markets where CPW does not have a direct presence are the US and Canada (where Nestlé and General Mills operate separately), Southern and Central Africa, India and Japan. The group estimated a 25% global value share (to Kellogg's 43%), but it has the leading position in several countries in Eastern Europe and Asia including Poland (with 46% share in 2016), Russia (39%) and Indonesia (60%). The UK is Cereal Partners' biggest market by value, and also its oldest. Cereal Partners UK ranks as the local #3 behind Kellogg's and Weetabix with combined sales of around £170m and around 10% value share of the £1.7bn cold & hot cereal sector. The group's second largest international market is now Australia. In 2006, Nestlé acquired local food company Uncle Toby's, whose breakfast brands now fall under Cereal Partners' control. As a result, local market share by value leapt from 2% to around 24% by 2015, though still well behind Kellogg's 31%. Other significant markets include France and Mexico, and the company's brands include General Mills' Cheerios and Shredded Wheat portfolios, as well as Uncle Toby's, Fitness, Chocapic, Cookie Crisp and Oats & More. David Homer is CEO of Cereal Partners Worldwide, based in Switzerland. Revenues for the year to 2018 were $1.7bn.
Capsule checked 2nd October 2020
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Who are the competitors of Nestlé Cereals? CPW's main international competitors are Kellogg's and PepsiCo's Quaker. Weetabix is an important competitor in the UK. See Food Sector index for other companies
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Historical profile information for Cereal Partners Worldwide
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