In the UK, Universal McCann, part of the Interpublic Group, will lose its accounts from Cereal Partners UK and Nestle UK Food Division. This covers brands such as Ski yoghurt, Munch Bunch yoghurt and Nestle Condensed Milk, and cereal brands such as Cheerios and Shredded Wheat.
Nestle's other major UK media agency, Omnicom Group's OMD, was already cut from the review in June. It handles the £10m Nestle Purina Petcare account. The global realignment does not affect Nestle's relationship with Dentsu in Japan.
WPP's MindShare already held a large slice of Nestle business in the UK, including Nescafe and confectionery brands KitKat, Smarties and Yorkie. It is likely to continue on these brands, because ZenithOptimedia handles rival confectioner Mars' business.
ZenithOptimedia could pick up the Cereal Partners work because MindShare handles rival brand Kellogg. However, its work on Muller could prove to be in conflict with Ski and Munch Bunch.
In a statement, Nestle said: "The initiative leverages Nestle's 2bn Swiss franc (£900m) media expenditure and will result in substantial benefits and value improvement to the company, resulting from a higher marketing efficiency."
The review, which began in March this year, does not affect Nestle's creative roster, which includes J Walter Thompson, McCann Erickson, Publicis, Ogilvy & Mather, Lowe and Dentsu.
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