Nestlé shakes up branding roster

Nestlé rowntree has halved its UK design roster following a full-scale review conducted over the past few weeks.

The new-look line-up consists of Coley Porter Bell and LMC Design, which have been retained, and FutureBrand breakaway Bloom Design, which has been added to Nestlé’s roster.

FutureBrand, Design Bridge, Smith & Milton and Volcano are no longer on the branding and packaging roster, say sources close to the confectionery giant.

The review comes at a time when Nestlé is closely scrutinising its marketing and business strategy. Sales of the company’s leading brands – such as Kit-Kat, Quality Street and Aero – have either slumped or are growing at the same rate as the chocolate confectionery category, which is in itself in decline. Incoming Rowntree Nestlé managing director Chris White was appointed in December, prior to the departure of marketing director Andrew Harrison, who became managing director of Müller Dairy.

Other heads have rolled as White has instituted a major shake-up of the corporate structure. Nestlé’s marketing functions have merged and a consumer communication department has been created, linking the brand group, sales function and agencies.

A source close to the roster review, which was overseen by Nestlé consumer communications and services manager Duncan MacCallum, says it is a result of Nestlé staff changes.

MacCallum was unavailable for comment as Design Week went to press.