Nestle, the company presents its investments. Unions: "remains the concern"

By confirming that the investment plan of 60 million euros planned for the three-year period 2016-2018 is completed, Nestlé illustrated the commitment to Baci and Cioccolato Perugina with new projects and commercial investments planned for next season.

New distributors, new markets, renewed packaging, innovative formats and recipes, communication and marketing campaigns to support the national and international sales of Baci Perugina, Nero and Tablò. These are, in summary, the strategies followed by the new international confectionery business unit created specifically by Nestlé in 2016 to embody the revitalization plan for the Made in Italy historic brand.

" The key to capturing new volumes to export is to place Kiss in the world as a symbol of" love and affection ", putting the emotions in the center, such as they are perceived in the culture of each country, so that all over the world, giving a kiss becomes a synonym of affection, friendship and love as c & d. Is today for the Italians – said Valeria Norreri Confectionery IBU manager of Nestle Italiana – this way the development will also reach the goal of "seasonally" the Bacio, by expanding sales opportunities and expanding the frequency of purchase in different countries with a prolonged period of consumption, depending on the different markets "

Plans to support the marketing and development of the export praline symbol of Made in Italy in the world have been pre at the major global distributors' meeting, held in Rome last May, which captured the attention of 80 distributors from 12 markets.

Baci Perugina – The Baci Perugina are exported to 55 markets including China (with cartridges in Chinese), Canada, the United States, Australia, Russia , Spain and the United Kingdom. The markets of the United States, Canada, Australia and China account for 75% of the international sales of pralines produced in San Sisto. With regard to China, negotiations are underway to increase the number of distributors and activate the e-commerce sales channel of this country.

Distributors are growing in the United States: starting in the fall of 2017, Baci is distributed in more than 1,000 prestigious bookstores of the Barnes and Nobles chain. After entering the Argentine market, the year 2017 was also marked by a return to the Brazilian market, with Baci's first order by Sam's Club (Walmart Group), an exclusive distribution chain. Negotiations are also underway in these countries of South America to increase the number of distributors. The Kisses have kosher certification and after having also obtained Halal certification, since last year, they are also exported to the United Arab Emirates, first important window in the promising markets of the Middle East. As for Europe, Baci's new entry markets are the United Kingdom and Germany.

As for Italy, in addition to the usual marketing activities, Baci Perugina is organizing an advertising campaign on national television channels of eight weeks, from October to December, in view of the next Christmas.

Nero Perugina – The revival of Nero Perugina, the bar of dark chocolate produced in San Sisto since 2005 is another qualification point of the strategy supporting the volumes of Perugina. Nero Perugina will be relaunched with a new packaging and flanked by two other new tastes, will be promoted with a broad communication plan that includes commercials on national television, airing for five weeks between October and next December, improving the quality of life. Perugina chocolate school, initiatives on the outlets in the main brands and the creation of a book for the improvement of the prestigious brand.

"We are satisfied with the work done up to now and the investments that have been granted to us," said Valeria Norreri, "which is why we look with optimism on the future of Perugina of all its brands ".

"With regard to exports – says Rsu – the centrality of Baci Perugina was reiterated as a symbolic product of Made in Italy and Umbrian craftsmanship.Investments were confirmed for Baci to United States, Canada, China, Brazil, Australia and new markets.The Nestlé plan to date has, to date, provided different responses in different countries. Critical issues led to slowdowns in development forecasts. "

" These slowdowns prevented significant increases in plant volumes.
Nestlé reiterated the interest and willingness to penetrate all markets are subject to investment through advertising and marketing campaigns, and more specifically the internal market, there will be advertising and on the Perugina brand, with products such as Tablò, Sfoglie and Nero su tutti. New illustrated projects will also be developed in the coming months. The strategy illustrated to us today is interesting and confirms the validity of the plan signed in 2016 in which Bacio Perugina has identified a product on a worldwide scale and the relaunch of the Perugina brand was planned. However, we are still concerned about the general situation of confectionery in Europe which also affects Perugina.
This sector has long been the subject of review by European management and this can only generate a situation of uncertainty that is reflected on the factory. In our opinion, the delay in volumes in the Confectionery sector is also determined by these dynamics of European character!