Trust. "It's a keyword in the relationship between an industrialist and consumers"Mark Schneider, the head of Nestlé in front of a crowd of journalists from around the world, gathered in Vevey, the group's headquarters, on 19 and 20 November, hammered% 3D +% 27% 2719.11.2017% 27 "target =" _ blank "> .
Conscious of the increasingly critical view of consumers on major brands, Nestlé wants to win back the most skeptical of them. In the children's diet, the group has decided to give a big boost in the direction of current trends: organic, vegetable, reduced salt and sugar content, more fiber …. "We want to show that we can be a very large group and be consumer-minded and helpful", he added, denouncing the risk of a systematic equation between small business and quality. "Small can also mean incompetent", blasted Mark Schneider.
More than ever, "We must find ways to attract attention" in the midst of hundreds of competitors, who are engaged in a fierce price war, estimates the boss of Nestlé. It is to this end that the Swiss giant has undertaken to multiply innovations, adapting to the vision that the World Health Organization, the medical profession and ultimately the consumer, make food .
As part of its "Healthier Kids" project, the group launched more than a thousand new global recipes last year, nearly half of them in the Europe, Middle East and Africa zone. North (EMEA), specifies Henri Pierre Lenoble, the head of this program. Organic has a place of choice. "Organic milk has become a standard in the group"says Bart Vanderwaetere, director of EMEA Public Affairs. "Organic food starts at the time of pregnancy", says Henri Pierre Lenoble and "It goes on with infant formula milk".
Sus with salt and sugar
At Nestlé, organic farming often goes hand in hand with a big effort on salt and sugar content and the addition of fiber. In three years, one third of Nestlé's products reduced their sugar dose by 10%. The goal is for 80% of the group's products to have even fewer by 2020. In% 3D +% 27% 2719.11.2017% 27% 2 "target =" _ blank "> York R & D Center (United Kingdom) There is also a lot of pride in having developed a technique to reduce sugar levels by 30%, while maintaining the same sweet taste.A Wowsome cereal bar was made this way and others confectionery will follow in 2019.
In the R & D center of Konolfingen, near Bern, there are countless innovations, based on the idea of products "Healthier". Nestlé offers compotes mixing vegetables and fruit, in gourd or in small jars, apples, beets red or peas, zucchini, and guavas. "The goal is to develop the taste for vegetables in children"explain the researchers.
To reduce the prevalence of "junk snacks", Nestlé has also launched a range of Gerber or Cerelac in the United States, veggie and organic chips, Nutri-Pop, which have only the shape of popcorn, Nutri Puffs with spinach and onions or Nutri Stars orange banana. All without added sugar, without salt, enriched with vitamins.
By 2020, the Gerber, Naturnes and Maggi portfolios will be expanded with 750 million servings of 80 grams of additional vegetables and 350 million servings of 16 grams of fiber-rich cereal. An offensive in healthy food to the measure of a world number one.