Wholegrain - the #1 ingredient

Published: 02/02/2023

Cereal Partners Worldwide S.A. is a joint venture between General Mills and Nestlé, established in 1991 to produce breakfast cereals.

CPW’s purpose is to Make Breakfast Better. Over the past two decades, the company has continuously improved the nutrition of its cereals including increasing the amount of whole grain in their recipes. Whole grain, which includes the bran, germ, and endosperm, is a good source of vitamins, minerals, fibres, and other beneficial compounds, offering numerous health benefits[1].

There is increasing evidence that suggests the consumption of whole grain can help reduce the risk of non-communicable diseases[2]. Nutritionists, health organisations, and public health authorities all advocate for incorporating more whole grains into diets.

Despite these benefits, many people still don’t consume enough whole grain in their diet[3]. CPW, as a breakfast cereal company, recognizes its unique position to help consumers increase their whole grain intake with one simple meal – breakfast!

Throughout the last two decades, CPW has increased the amount of whole grain in their cereals, making it the number one ingredient in 90% of its products, a figure that rises to 99% in their ready-to-eat breakfast cereals for children and teenagers. To make it easier to identify whole grain products, CPW reassures consumers with a green banner, where the product has at least 8g of whole grain per serving, along with no artificial colours and flavours.

CPW actively collaborates with key stakeholders to encourage the establishment of relevant policies and regulations worldwide, seeking to ensure that the goodness of whole grain is understood and embraced by consumers. CPW aims for clear definitions, quantitative intake guidelines, transparent and distinctive labels for whole grain products, and educational campaigns, making it easier for people to incorporate whole grain into their daily diets. Through positive dialogue, CPW seeks to inspire individuals to embrace whole grain as a vital and enriching component of their everyday meals.

[1] Fardet A (2010). New hypotheses for the health-protective mechanisms of whole-grain cereals: What is beyond fibre? Nutrition Research Reviews, 23(1), 65-134. doi: 10.1017/S0954422410000041
[2] Reynolds A et al (2019). Carbohydrate quality and human health: a series of systematic reviews and meta-analyses. Lancet, 393(10170):434-445. doi: 10.1016/S0140-6736(18)31809-9
[3] Meynier A et al (2020). Main Factors Influencing Whole Grain Consumption in Children and Adults—A Narrative Review. Nutrients, 12:2217. doi: 10.3390/nu12082217