A couple of years ago General Mills announced the search for a partner in innovation, and it now looks like they found their soul mate, Nestle. Together the two companies have announced the formation of an "Innovation Centre" in Switzerland as part of their Cereal Partners Worldwide joint venture. This pursuit of innovation is intended to look for ways to bring about "consumer benefits, such as improved content, as well as freshness, taste and texture."
The proof, of course, will be in the results. We'll be watching.
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