Page 15 - ABFI March 19 issue

cover story

products? going as far as innovation,
One of the cornerstones renovation and making that
has been a very strong difference with an iconic
innovation and renovation brand like Maggi is going to
strategy. We are innovating do in the coming months and
at about three times the level the coming years and that
of what it was pre 2015. There is exactly what you will be
has been a significant uplift seeing.
and also a step up as far as the
innovation and renovation You have also looked at
cycle of the company itself is extension of the Maggi
concerned. brand into other snacking
There are at least two to categories as well. Hoe will form the key dimensions of is a brand of chocolates
three dozen projects involving premiumisation and brand brand Maggi. It will not only from Switzerland. These
a new product that are on extension boost growth for be in noodles and in areas have been imported and
the anvil meaning they have Nestlé? What kind of growth allied with noodles that we we have launched them in
been worked upon and it is are you pencilling in here? have a reasonably strong the market. These are really
my hope that some of these There are really three business in fortified flavour super premium chocolates
would be launched during major vectors that will be mixes, Masal-ae-magic has where no two pieces taste
the course of the year. A taken up as far as Maggi is also been growing extremely exactly the same. They are
reasonable proportion of concerned; number one is well. We also have a sauces almost artisanal in terms of
these new products are variety and a closer proximity business which has also been the way in which they have
actually premium new to emerging consumer taste doing well. So there will be been crafted. The market very
products that we hope is one part of it. Convenience, many more manifestations of clearly is growing both in the
will be able to address the portability because a lot of Maggi that you will be seeing. mid market segment and also
needs, requirements and the consumption is taking place in the premium segment.
aspirations of consumers with today on-the-go and that You have seen very good We were not particularly
a more discerning expectation. is a huge opportunity for a market share gain in active in the premium
But needless to add, company like Nestlé with a categories like chocolates segment and that is where our
innovation and renovation are brand like Maggi. and beverages, the ready-to- activity levels have increased
the key cornerstones of this And the third piece will drink Nescafe as well has substantially in 2018 and you
company in the future. really be resting around made great strides. What will see that in 2019.
the area of value packs kind of growth do you see Coming to beverages,
Let us talk about Maggi. which is those that will be there because these are very Nescafe is a huge opportunity
There was a faster-than- laddered in a manner to premium products? for us. We have also re-
expected recovery there. ensure that consumers are Chocolates and launched Nescafe Gold and
When do you think you will gradually moving up the confectionaries is clearly an that has got off to a good
be able to gain market share value chain. In all of these, exciting space where with start. We are seeing some very
back because after that 2013 the level of differentiation, brands like Kit Kat, Munch rapid progress happening in
debacle, you lost market communication and the level and Milky Bar, we have made these brands.
share by about 5-7%? of access that we will be very strong inroads and with I really place a lot of
The market share for putting in is of a fairly high Kit Kat, we have a brand that innovation, renovation and
Maggi noodles today is at order. is really extremely promising growth ambitions on these
about 60% and we have Differentiation being the in all the avatars that it has three categories in the growth
already crossed the value name of the game, these three taken in the market place. story for Nestlé in the future.
delivery on Maggi as vectors in terms of variety, We have also recently
compared to 2014 levels portability and value will launched L' Atelier which Source: ET
in 2018. There is a small
difference as far as the volume
is concerned which also
we are confident of taking
forward in 2019.
With a market share of
60%, we are very clearly the
market leaders. This is a hyper
competitive space. There are
some highly respected and
capable competitors and that
is really what keeps the juices

AgriBusiness & Food i ndustr y March 2019 15