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Nestle Takes Steps To Globalize Its Premium Chocolate Strategy

March 10, 2016: 12:00 AM EST
Researcher Euromonitor says Nestlé’s launch of premium Turkish chocolate brand Damak, and increased investment in Italian brand Baci Perugina, indicate a shift in strategy away from mass brands. In addition, the company wants to increase its footprint globally, especially in the U.S., China and parts of Europe. The best example of the strategy is the investment in Baci Perugina, which encompasses €60 million for the first three years. Potential markets for its premium gift-type chocolates include Brazil and India, though the company faces stiff competition from Mondelez and Ferrero.
Lianne Van Den Bos, "Nestlé Reimagining Confectionery Unit by Creating Brand Leadership", Blog, Euromonitor International, March 10, 2016, © Euromonitor
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