There is greater latitude in communicating about and using these brands. Some of them can be extremely valuable and are critically important for the market concerned. We regularly review and make adjustments to our brand portfolio and eliminate those that are no longer commercially relevant. This not only simplifies the communication around our brands, but also makes it easier for us to connect with our consumers and helps build faster international awareness of them.
To develop a global brand you need a well-defined branding strategy — one that covers both brand positioning and IP protection — and consistent use and communication across markets. And you need to build up and maintain trust in the quality and image of your brand among consumers. That can take many years. At that time, Switzerland did not have a national trademark law in place.
We regularly file new trademark applications to cover our diverse projects. Shelf Stable Dairy Products:. La Laitiere, Sveltesse, Yoco. Breakfast Cereals:.
Infant Foods:. Performance Nutrition:. HealthCare Nutrition:. Nutren, Peptamen, Modulen. Culinary Products:. Maggi, Buitoni, Thomy, Winiary.
Frozen Foods:. Maggi, Buitoni, Stouffer's, Hot Pockets. Ice Cream:. But again, the situation in China was much worse. While people in the US and Europe are slowly becoming more environmentally concerned and some are opting for more sustainable sources of water, Nestle has moved to another market — Asia.
Alongside companies such as Kraft or Shell, Nestle made several environmental violations. But they have slackened their efforts in China. The public roar came almost overnight; with the company receiving 40, letters from outraged people, in one of the most famous cases of public opinion beat corporate greed. For analysts, it was an exciting case which showed that even giants can falter in the face of public opinion.
Striking dubious partnerships to make a profit seems to be a recurring theme. The Swiss multinational made a deal with the wife of the infamous dictator from Zimbabwe Robert Mugabe, buying 1 million liters of milk a year from a farm seized from its rightful owners by Grace Mugabe.
She is known for her ridiculously lavish lifestyle, which includes overseeing the construction of two luxuriant castles. In , she was given a doctorate diploma only three months after signing up for the program. Furthermore, former president and chief executive officer of Nestle Canada is facing criminal charges.
In the US, another, larger trial was rejected, because even though it was plausible that the same thing happened in the US, there was no clear evidence of any foul play. The suspicion remained however and still lingers with the company. That Nestle is promoting unhealthy food should come as no surprise, but the level at which they operate it is simply staggering.
A recent report by the UK Consumers Association claims that 7 out of the 15 breakfast cereals with the highest levels of sugar, fat, and salt were Nestle products. Nestle dismissed all responsibility in promoting healthy food. In November , police ordered Nestle Colombia to decommission tons of imported powdered milk, because they were falsely relabeled, not only as a different, local brand, but also with a different production date.
A month later another tons suffered the same fate, causing uproar among the Colombian population. Nestle bringing old powdered milk from a different country and labeling as local and new is not only unethical and illegal, but it poses health hazards for consumers.
All major companies have incidents, accidents and scandals. Someone will eventually screw up, someone will eventually do something they should.
What I found was that Mars and other big companies have indeed had their share of scandals sometimes the same ones as Nestle , but not nearly on the same scale. Nestle has shown, time and time again, that they have few ethics and little interest in a real social responsibility. From promoting their formula to uneducated African mothers to lying about production dates, to using water without a permit to dealing with ruthless dictators, they have often gone the extra mile to make an extra profit — even when the extra mile meant hurting people, directly or indirectly.
Andrei's background is in geophysics, and he's been fascinated by it ever since he was a child. Feeling that there is a gap between scientists and the general audience, he started ZME Science -- and the results are what you see today. The name on the company comes from Henri Nestle, and his story is one that just proves it's never too late to come up with that one brilliant idea. According to official company history , Nestle was 53 years old when he opened his infant formula company in Vevey, Switzerland.
It was a small venture that turned into something very, very big, and it was by no means his first attempt. Before his infant formula proved to be the success he'd been chasing, he's also tried developing a series of other products, including fertilizers, cement, liquefied gas, mineral water, liqueurs, and vinegar.
Success doesn't just come with a good product, it has to be a product that fills a need. Nestle developed his infant formula at a time when industrialization and urbanization were happening at a rapid pace, but infant mortality was still high. Fortunately, science and nutrition was advancing just as fast, so when Nestle partnered with doctors and nutritionists, the resulting formula was one that just worked.
Milk chocolate is a surprisingly recent creation, and the seeds of the idea were planted in the mids. Nestle was living and working in Vevey, and as luck would have it, he had a neighbor and good friend named Daniel Peter.
Peter's family were candlemakers, but when he saw an opportunity presenting itself in the growth of the chocolate industry, he decided that was the way he was going to go.
And, when he saw Nestle's process of combining milk and flour for formula, he started to wonder if he could do the same with milk and chocolate. It took years of experimentation, but Peter finalized the recipe for the world's first milk chocolate in According to What's Cooking America , it was a huge hit.
By , there was such high demand for this new chocolate that Peter couldn't keep up with it on his own, and in , he and Nestle agreed that they would produce a chocolate with high sugar and less cocoa, which would be sold as "Nestle" chocolate. By , the merger was complete. According to Forbes , Nescafe is the largest division within Nestle. In , the chairman of Nestle was Louis Dapples, a former employee of a bank with the hefty name of Banque Francaise et Italienne pour l'Amerique du Sud.
And, also in , the bank had a huge problem: when the stock market crashed, it took coffee prices crashing down with it. The bank suddenly found themselves sitting on a huge amount of coffee they couldn't sell for a profit, so they reached out to Nestle and asked them if they could come up with a way to preserve the coffee, and help save their investment. It took around four years, but Nestle chemists finally came up with a method of turning coffee into a powder that could be re-hydrated.
They launched Nescafe in Switzerland in , and it was in 29 more countries by The timing was fortuitous: World War II was kicking off, and people around the world were looking for a way to make sure they could keep coffee as a part of their routine. With Nestle and Nescafe supplying mainly U. Sure, you know Nestle is behind products like Nescafe and Nesquik, it's pretty obvious just by the name.
But some of the names, well, it's not so obvious they're Nestle-owned. There are a ton of foodstuffs , for sure. Then, there's the bottled water sector, which includes Poland Spring, Perrier, S. Pellegrino, Vittel, and PureLife.
Even if you give all of those products a miss, there's still a good chance you've got some Nestle on your shelves.
Way back in ye olden days of , Nestle was on the receiving end of a complaint from the Children's Food Campaign.
0コメント