But, the real story here is that it comes at a time when both research and global trends in cereal are in the news, as I pointed out in the last few weeks with Kellogg. Again, big cereal companies recognize that status quo is not acceptable, and that more has to be done to innovate. Also, there are tremendous growth opportunities in global markets, many of which are not yet real big in breakfast cereal.
As the Wall Street Journal points out, this latest effort between General Mills and Nestle actually attempts to take on both. It will probably take more than a research center to make this all happen, but it certainly will have an impact.
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