India: Nestle to introduce breakfast cereal

The Indian arm of FMCG giant Nestle is to expand its portfolio in the country by producing and marketing a range of breakfast cereal products.

The products set to be introduced come from the range of Cereal Partners Worldwide, Nestle’s global joint venture with US cereal maker General Mills. Nestle said the move, which has been approved by the board of directors of Nestle India, was “in line with the vision to introduce products rooted in nutrition, health and wellness”.

The Economic Times notes that Nestle’s move into the breakfast cereal space in India will intensify competition in a market currently dominated by international players Kellogg and PepsiCo, as well as the local firm Bagrry’s.

Commenting on the launch, Suresh Narayanan, chairman and managing director, Nestle India said: “We firmly believe breakfast is the most important meal of the day. We also believe eating a nutritious breakfast sets the tone for the rest of the day and acts as the foundation for a healthier future. The consumer need for breakfast choices is only growing and companies need to bring more options to satisfy this need. We are therefore pleased to be introducing Nestlé Breakfast Cereals in India. This business complements our current portfolio by combining our expertise in food and this category, globally”.

Source: Nestle / Economic Times