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Nestle Changes Ingredients, And Marketing, Of An Iconic Beverage

January 27, 2017: 12:00 AM EST
The latest evidence of Nestlé SA’s corporate makeover is a major change in the ingredients of its signature chocolate drink, coupled with a new marketing strategy. Evolving consumer tastes and preferences – away from sugary beverages, for example – have buffeted the company’s sales. It hasn’t met its six-percent annual sales growth target in years. So it is flexing its product research and marketing muscle to change directions for some brands. The company has significantly lowered the sugar content of Nesquik while boosting market share. In addition, the company reduced the size of the Nesquik bunny that appears on packages, and broadened its marketing focus beyond kids to athletes. [ Image credit: © Nestlé ]
Brian Blackstone, "Nestlé Seeks to Sweeten Nesquik Sales by Cutting Back on Sugar", The Wall Street Journal, January 27, 2017, © Dow Jones & Company, Inc.
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