Nestlé announces radical innovations in the brand area
Food giant Nestlé plans to revamp some of its brands with the help of star architect Jean Nouvel, starting with the long-established Cailler brand.
Food giant Nestlé wants to dust off some of its brands with the help of Jean Nouvel, starting with the traditional Cailler brand. In recent months, it has pushed ahead with reforms and reviewed its own brands, explained Nelly Wenger, who has been at the helm of Nestlé Switzerland for around a year. She described the brands as "the most valuable assets Nestlé has". In the current year, Wenger wants to give the
Companies with significant brand and product innovations
secure a place at the top. With a conventional
customer-supplier relationships would not be possible, explained the
former Expo Director General. Among other things, the plan includes
Updating and dynamizing brands and productsReinventing the Cailler universeHowever, Nestlé has already unveiled one major innovation: French star architect Jean Nouvel and top Spanish chef Ferran Adrià were brought in to revamp the Cailler brand. The aim was to adapt the visual appearance and the recipes. With the "Manger le monde" concept, Nouvel has "reinvented the Cailler universe", according to the press release. This concept is based on the three dimensions of new experiences, the enchantment of everyday life and rituals. Cailler wants to play with the mythology of chocolate, its history and tradition. The brand is now operating under the name "Cailler of Switzerland", in true Swissness style. Nestlé Switzerland is spending around 10 million Swiss francs on the new Cailler image. The Cailler classics Frigor, Femina, Ambassador as well as the branch and the bars will go on sale from the end of February in an aesthetic developed by Nouvel. New developments from Ferran Adrià's culinary research laboratory will be added to the range in the fall.
According to Swiss television's Tagesschau, Nestlé is also considering its own Cailler stores. Mövenpick is also planning a new design in addition to new ice cream varieties. Next year, the Thomy and Frisco brands are to be given a general overhaul.
Companies with significant brand and product innovations
secure a place at the top. With a conventional
customer-supplier relationships would not be possible, explained the
former Expo Director General. Among other things, the plan includes
Updating and dynamizing brands and productsReinventing the Cailler universeHowever, Nestlé has already unveiled one major innovation: French star architect Jean Nouvel and top Spanish chef Ferran Adrià were brought in to revamp the Cailler brand. The aim was to adapt the visual appearance and the recipes. With the "Manger le monde" concept, Nouvel has "reinvented the Cailler universe", according to the press release. This concept is based on the three dimensions of new experiences, the enchantment of everyday life and rituals. Cailler wants to play with the mythology of chocolate, its history and tradition. The brand is now operating under the name "Cailler of Switzerland", in true Swissness style. Nestlé Switzerland is spending around 10 million Swiss francs on the new Cailler image. The Cailler classics Frigor, Femina, Ambassador as well as the branch and the bars will go on sale from the end of February in an aesthetic developed by Nouvel. New developments from Ferran Adrià's culinary research laboratory will be added to the range in the fall.
According to Swiss television's Tagesschau, Nestlé is also considering its own Cailler stores. Mövenpick is also planning a new design in addition to new ice cream varieties. Next year, the Thomy and Frisco brands are to be given a general overhaul.
