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Nestlé SA Goes After International Chocolate Market Through Premiumization

August 18, 2016: 12:00 AM EST
Market researcher Euromonitor expects world chocolate sales, which slumped 1.1 percent last year, will be no better than flat this year. To counter the trend, chocolate companies have begun targeting health-conscious chocoholics with premium products offering complex flavor profiles, organic ingredients and less sugar. Nestlé SA has been paying attention to the trend. It is trying to position some brands as premium offerings in certain markets. In Japan, a limited version of its mass-market KitKat wafers, wrapped in real gold foil, sells for $20. In March the company said it would invest $68 million over three years to make its Italian chocolate brand Baci Perugina fully international. To do that, it will sell six other Italian chocolate brands.
Saabira Chaudhuri, "Nestlé Seeks Bigger Piece of High-End Chocolate", The Wall Street Journal, August 18, 2016, © Dow Jones & Company, Inc.
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