Cailler with 30 percent less turnover
The repositioning of the premium chocolate brand Cailler was a flop for Nestlé. Sales through the end of August are down nearly 30 percent from the previous year. But now the focus is on the Christmas season and conquering foreign markets.
The repositioning of the luxury chocolate Cailler was a flop for Nestlé. Sales up to the end of August were almost 30 percent down on the previous year. This is in line with the initial development following the relaunch (see ). This is shown by the latest market figures from AC Nielsen, as reported by the NZZ am Sonntag. According to the newspaper, consumers have not accepted the price increase of around 8 percent and the new PET packaging. However, the lack of the traditional chocolate on Denner's shelves has also had an impact. Denner had not accepted the price increase and was no longer supplied (see
). Nestlé's aim now is to be managed by Denner again. However, details of the ongoing talks have not been made public. Coop is also not satisfied with Cailler. The chocolate is not meeting sales expectations there. But here, as at Nestlé, the focus is on Christmas business. A premium product in the top price segment and other innovations are therefore to be launched at the end of October. Nestlé is also reacting to the criticized PET packaging. Their weight will now be greatly reduced.
Switzerland as a test run The relaunch in Switzerland is a test run for the international market. The expansion of international business is a top priority for Callier. Cailler products are available in selected stores in Germany, Great Britain, Italy and France. Internationalization is to be developed carefully and without haste. Nestlé assumes that there will be hardly any protests against the new packaging abroad.
). Nestlé's aim now is to be managed by Denner again. However, details of the ongoing talks have not been made public. Coop is also not satisfied with Cailler. The chocolate is not meeting sales expectations there. But here, as at Nestlé, the focus is on Christmas business. A premium product in the top price segment and other innovations are therefore to be launched at the end of October. Nestlé is also reacting to the criticized PET packaging. Their weight will now be greatly reduced.
Switzerland as a test run The relaunch in Switzerland is a test run for the international market. The expansion of international business is a top priority for Callier. Cailler products are available in selected stores in Germany, Great Britain, Italy and France. Internationalization is to be developed carefully and without haste. Nestlé assumes that there will be hardly any protests against the new packaging abroad.
