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Nestle presents plan to develop Baci Perugina into global brand

Xinhua, March 4, 2016 Adjust font size:

Swiss food and beverage giant Nestle has announced a significant investment in Perugina to further strengthen its iconic Italian chocolate drops Baci on the world stage, according to a statement published on Nestle Italy's website.

The commitment is aimed to make Baci just as popular abroad as they are in Italy, and will start with the set up of a new business unit, according to the statement.

The recipe, which will see over 60 million euros (nearly 66 million U.S. dollars) investment for the first three years, will be strengthening the position in Italy, increase exports, production plant modernization and two new managers with major international experience.

An accent in innovation will be put on the historic Perugina plant at San Sisto on the outskirts of Perugia, a city in central Italy, where about 15 million euros (over 16 million U.S. dollars) are foreseen for the introduction of cutting-edge technologies and an advanced organizational model.

Already today, 40 percent of the volume produced at San Sisto goes to foreign markets, with Nestle chocolate bars for all Europe. The modernization plan will increase competitiveness to sustain the business expansion plan, thus the factory will focus on the company's core production, high quality chocolate, with the heart of this strategy being Baci.

"The group firmly believes in the historical brand and the plan demonstrates it, because it aims to grow the brand in Italy and worldwide," Leo Wencel, market head of Nestle Italy, was quoted by the statement as saying.

"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," he said. Wencel also added that Nestle was "proud to contribute in confirming Perugia as the capital of chocolate not only in Italy but also internationally."

The Perugina company was founded in Perugia in 1907, and Baci Perugina, a foil-wrapped bonbon that contains a whole hazelnut, dates back to 1922. Baci means "Kisses" in Italian, and each sweet contains a love note, the Italian way to say "I love you." Endit