ITALY: Nestlé invests 60 million in Italian chocolate brand Baci Perugina | Progresiv
Nestlé will invest in the region of 60 million euros in its Baci Perugina brand of Italian chocolate pralines, in a bid to strengthen its position inside Italy and increase the number of export opportunities to overseas markets. 
Around 15 million euros will be used to strengthen its existing San Sisto factory in Perugia, central Italy, confirming its position as one of the centres of excellence for chocolate production within the Nestlé Group. The plan to modernise the facility includes the introduction of new technology and an advanced organisational model that will allow the factory to increase its competitiveness in an “increasingly challenging market”, Nestlé said.
The company’s commercial development strategy will, more generally, seek to make Perugina products a symbol of Italian excellence in a similar way to sparkling water brand S.Pellegrino. It will set up a new confectionery international business unit, led by former S.Pellegrino executive Valeria Norreri, which will seek to support the international expansion plans and consolidate and develop the confectionery business in Italy.
Leo Wencel, market head of Nestlé Italy, added: “The group firmly believes in the historical brand and the plan demonstrates it, because it aims to grow the brand in Italy and worldwide. This is the reason why we have made major investments and fielded a team of managers who have achieved significant results in brand repositioning and sales increases in the Italian as well as international markets. We are proud to contribute in confirming Perugia as the capital of chocolate not only in Italy but also internationally.” (www.foodbev.com)
