General Mills and Nestlé invest in continued success of 20-year breakfast cereal partnership by opening an innovation center for Cereal Partners Worldwide, (CPW), a joint venture between the two companies. According to a press release statement, the new $50 million facility in Orbe, Switzerland, will focus on innovation to deliver new consumer benefits through CPW''s breakfast cereals, including improved nutrition, taste and quality. This state-of-the-art technical facility will design and develop new platforms for future growth, including product innovation, technology, packaging, and nutrition research and development. Nestlé and General Mills established the joint venture in 1990, and today CPW is the world''s second largest cereal producer, marketing more than 50 brands - including Fitness, Cheerios, Chocapic and Nesquik. CPW markets cereal in 130 countries worldwide, and holds leading market positions in a number of those countries. Executives said the new global research and development hub will leverage scientific knowledge from both partners. The new innovation center also illustrates CPW''s commitment to environmental sustainability by meeting the requirements for the Leadership in Energy and Environmental Design (LEED) certification in the United States, and Swiss-based certifying agency MinergieEco. CPW has significantly and progressively increased whole grain in its cereals, while reducing salt and sugar levels. During this time, more than 3 billion servings of whole grain have been added to CPW cereals. The strong partnership and dedication to health is also reflected in the commitment of both Nestlé and General Mills as members of the International Food and Beverage Alliance (IFBA), promoting balanced diets and healthy lifestyles.