LONDON - Cereal Partners Worldwide (CPW), the global joint venture between Nestle and General Mills, has announced a commitment to further reduce sugar levels in cereals advertised to children by an average of 20%.
CPW began reducing sugar in cereals advertised to children in 2004 and CPW's new commitment to reduce sugar content further by an average of 20% will be carried out using existing technologies - as well as through advances that will be developed by the new CPW Innovation Centre, once it is fully operational in 2010.
President and CEO of Cereal Partners Worldwide Christi Strauss said the taste of the cereals will not change.
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