Cereal Partners Worldwide (CPW), a global partnership between Nestlé & General
Mills, has a portfolio of over 40 brands of Nestlé breakfast cereals catering to all
ages and lifestyles. It is committed to making breakfast better by offering conveni-
ent, tasty, and nutritious foods. Over the past 20 years, it has been increasing the
amount of whole grain and fibre in its products, while reducing sugar, salt, and fat.

Today, more than 90% of CPW breakfast cereal recipes contain whole grain as
the number one ingredient – a figure that increases to more than 99% in it’s chil-
dren’s portfolio. As a result, more than 99% of its products are a source of fibre,
with many high in fibre.

In parallel to increasing whole grain in its cereals, CPW has steadily reduced total
sugar content. More than 80% of its cereals are equal to or less than two tea-
spoons of sugar (7.5 g) per 30g serving. For example, from 2003 to 2025, CPW
increased whole grain by 120% and fibre by 288% while reducing sugar by 42%
in its popular children’s breakfast cereal Nesquik®.

Changes in whole grain and sugar content in Nesquik® 2003-2025

Consumer communication

In order to signal to consumers that Nestlé Breakfast Cereals cereals contain
whole grains, it developed a green banner at the top of product boxes. This ban-
ner guarantees that whole grain is the number one ingredient with a minimum of
8g whole grain per 30g serving.

While the green banner indicates at least 8g per serving, many Nestlé Breakfast
Cereals contain much more. For example, its Cheerios Multigrain®, Fitness® Fiber,
and Shreddies® products contain 80%, 84%, and 96% whole grain, respectively.

Global whole grain push

CPW has been an active member of the Whole Grain Initiative (WGI) since its inception in 2017. The WGI is a global partnership of more than 50 organisations representing academic, industry, and government scientists. Its vision is to drive a global shift from refined to whole grains, unlocking numerous health benefits while recognising that whole grains have the power to enhance quality of life, reduce the burden of diet-related diseases, and promote sustainability.

Each year, CPW contributes to the celebration of International Whole Grain Day to
raise global awareness about the importance of consuming whole grain foods and
establishing public health policy and educational campaigns to increase consumption.