Nestlé is to ramp up its quest to get healthier products to market with a raft of launches in 2005.
The food giant is remaining tight-lipped about its plans but has set up a new global network of Strategic Wellness Units to help it meet the challenge.
Although the programme will be governed by a single unit at the multinational’s Vevey HQ in Switzerland, local think-tanks are also being set up, including at the company’s main UK base in Croydon.
The aim is to speed up the delivery of products like Nescafé Half Caff instant coffee, Munch Bunch yogurts and the Sveltesse range of low-fat cereal bars and yogurts.
Nadia Sood, director of the UK unit, denied the move was a
knee-jerk reaction to the much publicised work being carried out by rivals such as Heinz and Kraft, which have both moved to reduce salt, sugar and fat contents across key lines.
She claimed Nestlé’s record in that area spoke for itself, with the company claiming to have already developed or reformulated more than 700 products worldwide to lower fat, sugar and salt contents.
The aim now, said Sood, was to provide consumers with more healthy new products that don’t compromise on taste.
All newcomers will be put through their paces with test consumers and will have to achieve a preference rating of more than 50% against rival offerings.
Sood added: “We know people want to eat more healthily but do not want to compromise on taste.
“We will really be focusing on understanding consumers’ needs. Part of that will mean looking at product reformulation but we will also be looking to introduce completely new products.”
Alastair Sykes, chief executive officer and chairman of Nestlé UK, said the company was “constantly evolving”.
Simon Mowbray
The food giant is remaining tight-lipped about its plans but has set up a new global network of Strategic Wellness Units to help it meet the challenge.
Although the programme will be governed by a single unit at the multinational’s Vevey HQ in Switzerland, local think-tanks are also being set up, including at the company’s main UK base in Croydon.
The aim is to speed up the delivery of products like Nescafé Half Caff instant coffee, Munch Bunch yogurts and the Sveltesse range of low-fat cereal bars and yogurts.
Nadia Sood, director of the UK unit, denied the move was a
knee-jerk reaction to the much publicised work being carried out by rivals such as Heinz and Kraft, which have both moved to reduce salt, sugar and fat contents across key lines.
She claimed Nestlé’s record in that area spoke for itself, with the company claiming to have already developed or reformulated more than 700 products worldwide to lower fat, sugar and salt contents.
The aim now, said Sood, was to provide consumers with more healthy new products that don’t compromise on taste.
All newcomers will be put through their paces with test consumers and will have to achieve a preference rating of more than 50% against rival offerings.
Sood added: “We know people want to eat more healthily but do not want to compromise on taste.
“We will really be focusing on understanding consumers’ needs. Part of that will mean looking at product reformulation but we will also be looking to introduce completely new products.”
Alastair Sykes, chief executive officer and chairman of Nestlé UK, said the company was “constantly evolving”.
Simon Mowbray
No comments yet