Industry actions

CPW makes whole grain its #1 ingredient

Over the past two decades, Cereal Partners Worldwide (CPW) has continously increased the amount of whole grain in its recipes making it the number one ingredient in 90% of its products. This figure rises to 99% in its ready-to-eat breakfast cereals for children and teenagers.

To make it easier for consumers to identify whole grain products, CPW shows a green banner where the product has at least 8g of whole grain per serving along with no artificial colours and flavours.

CPW collaborates with key stakeholders worldwide to encourage that policies and regulations make it possible for consumers to understand the benefits of whole grain and more easily integrate them into their daily diets. This includes clear definitions, quantitative intake guidelines, transparent and distinctive labels for whole grain products, and educational campaigns.

Photo credits: Niklas Hamann, Unsplash
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