Cereal Partners Worldwide (CPW), a 50/50 joint venture between Swiss food giant Nestlé and US cereal maker General Mills, has reportedly opened its first Chinese manufacturing facility in Tianjin.

The venture has invested CNY85m (US$10.3m) in the new facility, which will make Nestlé-branded breakfast cereals, reported the China Daily.

"We are continually researching and developing the worldwide breakfast cereal market and a major factor in our rapid growth has come from the successful launch of new products and the development of new markets. Chinese consumers are seeking fast and convenient breakfasts that are both tasty and nutritious; therefore, CPW believes this is the right time to open this factory and develop this exciting market," CPW's CEO and president Ian Friendly was quoted by the newspaper as saying.