How did the Swiss company "Nestlé" become the largest food company in the world?

"Nestlé" is one of the largest and most recognizable food companies in the world, known for its innovative products and high quality. The company has evolved from a small factory to a global leader in its niche, impacting the lives of millions of people around the world. In this article, we will highlight the key moments of the company's development, its strategies and achievements that have made "Nestlé" a major player in the global food market.

Origin and development of the company

"Nestlé" is a food and dairy company of Swiss origin with a presence on 5 continents, born from the merger of two large factories, one of which was the responsibility of the main partner Henri Nestlé, creator of the first lactose infant formula in 1866. Thanks to its success and consumer recognition, in 1905 the Swiss "Anglo-Swiss Condensed Milk Company" showed great interest in "Nestlé", negotiating with the founder until, at the end of 1906, they merged under the name "Nestlé Group".

The "Nestlé Group" is positioned as the world's leading food and related products company. The company has annual sales of about 2 billion dollars, operates in more than 100 countries, has 500 factories and employs 450,000 people. "Nestlé"'s international growth makes the company one of the most profitable in the world, increasing investor interest and the value of its shares on the stock market. The company is committed to social and economic development by supporting people with limited resources through various organizations. "Nestlé" also conducts nutrition research at the "Nestlé" Foundation for Nutritional Research in the World" and the "Finestrelles Foundation", with the aim of minimizing health problems caused by poor nutrition.

Brand history

"Farine Lactee" is a milk-lactose formula developed by Henri Nestlé in 1866 to reduce the high mortality rate among newborns in Switzerland. This product began the beginning of "Nestlé", which mass-produced an improved formula called Cerelac in 1870 in an effort to enter the European and U.S. markets. By 1875, a strong rivalry had developed between "Nestlé" and the "Anglo-Swiss Condensed Milk Company", as both companies produced similar products such as condensed milk and milk mixes. However, 15 years later, Henri Nestlé and Daniel Peter, co-founder of the "Anglo-Swiss Condensed Milk Company", joined forces to create the first Swiss milk chocolate, which became a unique product on the market at the time.

In 1905, "Nestlé" and the "Anglo-Swiss Condensed Milk Company" merged to form the "Nestlé Group" with the goal of focusing production internationally. However, due to the events of World War I, plans fell through and the company suffered a loss of 20 million dollars in revenue. After making a decision, the founders traveled to Latin America, a continent that was not involved in the world wars and was developing independently. For the "Nestlé Group", it was a golden opportunity to bring back the company's philosophy by creating new jobs, factories and food products in a new market that had not been exploited.

The first "Nestlé" factory in Latin America was located in Araras, Brazil. The company expanded its investments throughout the country, launching a new product, Nescafe, using the exquisite flavor and aroma of Brazilian coffee beans. By 1930, "Nestlé" had factories in most Latin American countries, with headquarters in Colombia and Brazil. Between 1990 and 2010, "Nestlé" became one of the largest multinational companies in the world, acquiring shares in various companies such as: Maggi, Loreal, Gerber, Norvartis and others. In recent years, "Nestlé" has specialized exclusively in the production of food products and social services, helping to improve the nutrition of the population through various products high in vitamins and minerals.

"Nestlé" marketing announcements

One of "Nestlé's" most effective marketing approaches is gastronomic marketing. The company publishes typical recipes from different countries and regions on its websites, sponsors gastronomic events and culinary TV programs dedicated to tasty and healthy food. In these projects, "Nestlé" products are offered in an unobtrusive way that brings them closer to consumers. Instead of direct sales, the company informs people about the benefits of its products by providing useful information, which attracts consumers' attention.

By 1995, when "Nestlé" went international, the company began to actively promote its products through the then popular media such as radio and television. The main target audience was consumers between the ages of 30 and 40, especially fathers and mothers who were looking for nutritional solutions for their children. Lactose-free products, highly valued in Switzerland and other European countries, became more accessible thanks to "Nestlé"'s efforts.

Over time, the brand's products and their marketing have evolved. Research has shown that consumers choose products very carefully to feed their loved ones. Therefore, "Nestlé" advertising became less intrusive, emphasizing the benefits of the products through nutrition tables, charity events and the creation of foundations to help develop healthy eating plans. This approach helped build public trust in "Nestlé" products and their benefits for children's nutrition.

Relevant announcements in the company's history

For the "Nestlé" brand, Kit Kat chocolate, which has been on the market for more than 50 years, has led the way in advertising and marketing campaigns with its slogan "Take a break, take a Kit Kat". This call for consumers to take a break from their daily routine to enjoy the delicious chocolate has proven to be very effective. The public received the message positively, associating it with enjoyable moments of relaxation. "Nestlé" actively manages its social media accounts, collecting consumer feedback to improve promotional materials and offering creative approaches in the digital media age, adhering to the highest standards of Communication 2.0.

With a presence in more than 100 countries, "Nestlé" produces around 2,500 publications and audiovisuals every day. Highly qualified marketing and advertising professionals work to increase consumer acceptance of new products, strengthening existing brand affinity.

In 2015, "Nestlé" became the first food company to co-sponsor the Android cell phone operating system with Google. The new version of Android was named Android Kit Kat 4.4 and featured a special logo symbolizing the union of the two companies. The campaign was aimed at promoting the famous candy bar as well as popularizing the operating system. Kit Kat wrappers were designed in the style of the Android logo, which helped to promote both the "Nestlé" product and the Google system.

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The latest "Nestlé" announcements

"Nestlé" maintains on their websites sections or blogs specialized in the local gastronomy of the country where they are located, in order to communicate effectively with their consumers, offering them the best recipes for a balanced diet, as well as various articles that provide valuable information to improve health and prevent diseases arising from poor nutrition. The implementation of the "Recetas Nestlé" campaign with typical desserts in the official Instagram accounts increased the consumption of products targeting bakeries or restaurants, preserving customs and typical dishes with the unique taste of the brand and showing support for local culture by implementing different recipes using "Nestlé" products.

Conclusion

The "Nestlé" story is an example of how a small Swiss company has grown into a global leader in the food industry. True to its principles, "Nestlé" continues to innovate, support local cultures and care for the health of its consumers. As a recognized brand in more than 100 countries, the company demonstrates how to combine commercial success with social responsibility, remaining a leader in its industry for many decades.

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