Nestle reviews pack roster to bolster product development

Nestlé is thought to be reviewing its packaging design roster for the first time since 2003.

The global food corporation is understood to be looking at rationalising a cross-divisional roster, which has grown from a strict list to a sprawling catalogue of consul tancies, based on the personal preferences of Nestlé marketers.

Although, to date, there has been no formal communication between Nestlé and consultancies, groups were first contac – ted earlier this year to fill in requests for information and to give details of how much they’d billed Nestlé for the past year.

The company is now thought to be setting out how much it is spending on design and evaluating its consultancies. It is understood to be putting together a design roster team to create a shortlist based on credentials including size of business, potential client conflicts and key challenges.

Among the groups currently working with Nestlé are Coley Porter Bell, Brandopus, Dragon Brands and Blue Marlin.

According to one industry source, impactful design and new product development across its portfolio of brands has been hindered by the number of divisions design work has to be approved by.

Nestlé has been the focus of recent reports suggesting that it faces a raft of challenges in creating innovations to maintain profits and keep its brands afloat. It did, however, report a 6 per cent rise in profits last month, despite criticism of its record in product innovation.

The company’s most recent attempt at new product development – Boosted Smoothies, a joint venture with Boost Juice Bars – has floundered in the UK because the product has struggled to get supermarket listings.

Other innovations have included chilled ready-to-go latté drink Nesfrap pé, designed by Brandopus, which launched this year.

Innovation and new product development, an area of the business headed up by Nestlé’s head of new business Jon Walsh, is expected to be the focus for a revised pack aging design roster. Nestlé declines to comment.


• Nestlé brands are divided into divisions across beverages, breakfast cereals, confectionery and cakes, creams and desserts, chilled meats, coffee, pasta and cheese, pet food, waters, yoghurts and fromage frais and nutritional supplements

• Nestlé has its headquarters in Vevey, Switzerland, but has key centres in almost every country around the globe

• Nestlé says its existing products grow through innovation and renovation while maintaining a balance in geographic activities and product lines

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