Nestlé Italia To Develop Baci Perugina Into Global Brand

From:ESM Magazine

Nestlé Italia plans to invest more than €60 million over three years to develop its Baci Perugina chocolate pralines into a global brand.

The plan for the historical Perugia-based brand includes strengthening its market position in Italy, increasing exports, modernising its production plan, and the arrival of two new managers with major international experience.

The commercial development strategy is expected to address the internal market, as well look to international markets for new growth opportunities.

A new Confectionery International Business Unit will be set up and led by Valeria Norreri, one of the key managers responsible for the international expansion of the San Pellegrino mineral water brand.

The new Unit will be part of the Confectionery Division of Nestlé Italia, headed by Business Executive Manager Bruno Emmenegger, who has significant experience in the confectionery business in Mexico, Switzerland, Russia and Italy.

Around €15 million will also be invested in the San Sisto factory for the introduction of cutting-edge technologies and an advanced organizational model.

Commenting on press reports that the Rossana candy and Ore Liete pastry brands have been put up for sale, the market head for Italy and Malta at Nestlé Italia, Leo Wencel, clarified that Rossana has not been sold, but that the company has no intentions to continue investing in a non-profitable business.

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