Cailler throws packaging waves
In full-page ads, the discount retailer Denner has taken to the Sunday newspapers to protest the price increase and the new, stylishly designed packaging of Cailler chocolate.
The discount supermarket chain Denner advertises in a double-page spread in the Sunday press. An unwrapped bar of chocolate is shown on a red background. Under the slogan "Cailler sells packaging. Denner chocolate." Denner informs about the fact that Cailler no longer supplies Denner, because Denner does not accept the price increase for the newly packaged products. "The elaborate and senseless packaging" had led Cailler to this "unjustified and one-sided price increase." In an interview with Sonntagsblick, Denner CEO Philippe Gaydoul doubles down, calling the new design of Cailler chocolate a "marketing stunt." Denner talks about a price increase of 8 percent, but according to Nestlé, prices have risen by 0.8 percent. And this is due to higher raw material prices and not to the new packaging. Denner wants to sell Cailler chocolate, but at the same conditions as before. If this is not possible, Denner will not make any further efforts to obtain Cailler supplies.
