Nestle targets the luxury sector
Maison Cailler is a new luxury brand created by Nestle to deliver tailor-made chocolates designed to the customer’s individual taste.
Nestle, the world’s biggest food company by sales, is doing well with new products in both the luxury and affordable segments, Laurent Freixe said at launch of the Maison Cailler brand in Broc, Switzerland.
“When you look at Nestle’s strong growth in the first nine months, a big part of that has come from innovation, in luxury and premium products and also for affordable products,” Freixe said.
Customers use a profiling system to determine their ‘chocolate personality‘, and within 48 hours a box of chocolates is made at Nestle’s Cailler factory and despatched.
Freixe said Nestle wanted to tap into the increasing trend towards online shopping and also personalization. Using an online questionnaire, customers can design their own box of chocolates from 12 different varieties at present.
“I am convinced that the drive towards innovation and pushing both sides, premium and affordable popularly positioned products can create growth and value in the downturn,” Freixe said.
He said customers were searching for value, but this didn’t necessarily mean low prices.
“We see again affordable growing, and also premium and luxury,” said Freixe, saying the Dolce Gusto brand sales had grown by 50%, while Nespresso growing at more than 20% and SpecialT, the company’s capsule tea business, had had a ‘great start’.
“We are really trying to build up on the mega trends towards affordable in emerging and developed markets and there is a big dynamic behind premium and luxury as well,” Freixe said.
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