Nestle steps into packaged breakfast market


Nestlé India Ltd has entered the packaged breakfast market in India with the launch of Nesplus. The company hopes to crack a market where a majority of the 1.3 billion people still prefer freshly-made, Indian breakfast.


Nesplus is a brand owned by Nestlé Breakfast Cereals from Cereal Partners Worldwide (CPW), a joint venture between Nestle SA and US firm General Mills.


According to the company, Nesplus is specifically designed for the Indian consumer and offers Vitamin D, calcium, B-Vitamins, iron, folic acid and fibre, making it a great addition to the breakfast table.


In the breakfast segment, Nestle will have to face competition with US-based Kellogg’s that dominated India’s packaged breakfast cereal market.


According to market research firm Euromonitor International, India’s breakfast cereal market is projected to touch Rs 2,610 crore by 2020. The market grew by 24 percent to Rs 1,440 crore in 2015 .

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