Paul Bulcke
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The world’s largest food company also positions itself as the world’s foremost authority on nutrition, health and wellness.
“Our ambition is to help people everywhere lead fuller, happier lives by developing and delivering innovative, effective, scientifically proven nutrition products with functional benefits,” according to Nestlé S.A., headquartered in Vevey, Switzerland.
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It has been successful at this effort because of strong support from Paul Bulcke, chief executive officer, and other high-level leaders, said Bill Bishop, chairman of Willard Bishop, Barrington, Ill.
“It’s clear that nothing will happen in a major league way unless a belief is established at the top — and Nestlé has nailed that,” he said. “It’s shown that it has a serious commitment to health.”
The company uses a product-assessment process called “60/40+” to make its products superior. This means that testing has shown six out of 10 consumers prefer the taste of the Nestlé product to a competitor’s equivalent. The “+” stands for the nutritional benefits in Nestlé’s products vs. the competition.
“We have to have 60% preference vs. the competition in a comparable product,” Bulcke said during a conference call in February to discuss full-year 2008 results.
Nestlé’s focus on health and wellness comes in other forms. In March, it opened its largest ready-to-drink aseptic products factory in Anderson, Ind. The factory will become a hub for developing healthy beverages in the U.S.
Nestlé’s nutritional efforts focus on four areas: infant, health care, performance and weight management. Product development is key to each.
Earlier this year it launched a new research project on the nutritional needs of athletes engaged in different sports. The research will lead to new sports nutrition products.
— Carol Angrisani
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