Sales slump at Cailler - because of or despite marketing offensive?

While the overall market for sweet sins only recorded a slight decline, sales at Cailler have suffered significantly since the introduction of the new packaging. In April, for example, sales slumped by over 25 percent compared to the previous year. In May, sales were even 32 percent lower than in the same month last year. This is confirmed by figures from the market research institute AC Nielsen.
As the Sonntagszeitung reports, Nelly Wenger, head of Nestlé Switzerland, has not only spent a lot on the new packaging, but also on marketing. The advertising offensive alone would have cost an estimated 10 million francs by May. However, Nestlé disputes the slump in sales: The company has other figures, media spokesman Philippe Oertlé told the Sonntagszeitung, but without substantiating these figures. The loss of Denner as a sales channel is also to blame.

But there is no sign of enthusiasm among the other retailers either. Coop lowered its prices at the beginning of May and the beginning of June so that the new Schoggi does not cost much more than the old one. Volg also failed to achieve a resounding success and Manor is hoping for Christmas business.

However, one suspicion remains: The new PET packaging for the chocolate caused annoyance not only at Denner, but also among many customers. According to a French consumer organization, it produces twice as much waste as the old packaging. After Kassensturz took up the issue, quite a few people called for a consumer boycott of Cailler chocolate in PET packaging. Following the launch of the new packaging at the end of February, Nestlé first reported an increase in sales figures. In the meantime, curiosity seems to have died down and the willingness to buy has fallen back to a lower level.