Magazine article Marketing

Nestle Sells Big Brands in Core Category Focus

Magazine article Marketing

Nestle Sells Big Brands in Core Category Focus

Article excerpt

Nestle is to cut loose some of Britain's best known brands as it overhauls its strategy to focus on key categories where it can 'establish and maintain leadership'.

The brands up for sale are Crosse & Blackwell, which includes Branston Pickle and Waistline salad dressing, Gale's honey, Sarson's vinegar, Rowntree's Jelly and Sun-Pat peanut butter. Together, they have sales of around [pounds sterling]100m a year.

Nestle has announced that it is to focus on the core categories of beverages, confectionery, chilled dairy, milks and nutrition.

As part of the strategy shift, Nestle is to buy the Ski and Munch Bunch chilled dairy brands from Northern Foods. This acquisition gives Nestle a UK business unit with sales of [pounds sterling]125m and a 13% share of the chilled dairy market, propelling it into the number two position behind Muller.

The only parts of Nestle's ambient foods business -- those that sit on a shelf rather than in the fridge -- that will be retained are its Herta range of meat and frankfurters and the Buitoni pasta range. …

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