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Nestlé and General Mills JV launches breakfast bars in Germany

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Gill Hyslop

By Gill Hyslop+

16-Jun-2017
Last updated on 19-Jun-2017 at 10:40 GMT2017-06-19T10:40:11Z

Nestlé and General Mills JV launches breakfast bars in Germany

Cereal Partners Deutschland (CPD), the German joint venture between Nestlé and General Mills, has launched a range of cereal bars under the Nestlé Clusters brand.

According to CPD’s CEO, Carmen Borsche, it is the perfect time to introduce Cluster cereals to the market in a new form, especially young adult consumers who are looking for nutritious food in a convenient format.

Time-poor Millennials who often skip breakfast or eat on the go will particularly benefit.

The cereal bars come in three varieties, including Crispy Chocolate, Almond & Pumpkin Seeds, and Caramel & Chocolate. They contain no artificial flavors or colors, and combine oat flakes and wholegrain cereals with almonds, pumpkin seeds and dark chocolate.

They will be sold in packs of four 35g bars with a recommended retail price of €1.99 ($2.22) per pack.

Cluster cereal’s new look

CPD has also released its Almond and Chocolate Cluster cereal in redesigned packaging.

The new box designs have been on shelves in Germany since last month. The 375g boxes have a RRP of €2.99.

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