Nestlé to stop the packaging relaunch of Cailler

The concern Nestlé SA, Vevey, will stop the packaging relaunch of the Swiss chocolate brand Cailler of Switzerland and backtrack to the original brand. Sales of Cailler dropped significantly in Switzerland after a re-branding exercise earlier this year drew criticism from environmental groups, retailers and consumers. Cailler s packaging was designed by the famous Parisian architect Jean Nouvel, and lambasted the brand for its high content of non-recyclable PET plastics.
According to local news source, Swissinfo, Nestlé saw Cailler sales fall by half from mid-August to mid-September this year, compared to the same period in 2005. The company hope a return to its original form will appease consumers and pressure groups as well as breathing new life into sales.


Nestlé has recently also felt the need to restructure elsewhere in Europe, with a renewed focus on its main UK brands. New product development failed to entice British customers with changes to established brands such as KitKat. Nestlé introduced flavours such as Peanut Butter and Strawberries and Cream but admitted in August that these had failed to boost sales and acknowledged there was room for improvement in the UK sector.


Despite trouble in Switzerland and the UK, Nestlé results in the first 3 quarters 2006 showed 1.7% growth in the company s chocolate, confectionery and biscuits sector and a real internal growth (RIG) of .0.1%. In overall sales, however, there is a 9% increase to €45.4bn.