Nestle's 'a+' strategy: rebranding to drive growth

New Delhi: Swiss FMCG firm Nestle today announced the rebranding of its existing milk and yoghurt products as ‘Nestle a+’ in India as it looks to ride on the quality plank to drive sales in the country.

“The existing Nestle Milk has a consumer preference and has being doing well. We now want to take it to the next level. Relevant branding is one key element in communicating with consumers,” Nestle India Dairy Business General Manager Kumaran Nowuram told reporters here.

The re-branding exercise, which includes company’s milk and yoghurt would replace the company’s current milk of the company across the country, he added.

“We have launched ‘Nestle a+’ to emphasise and make consumers aware of the stringent standards that we ensure to provide high quality milk and dahi,” Nowuram said.

The prices will remain unchanged for both the products, he said.

With the re-branding, the company is looking to accelerate sales growth in the category as the dairy business is becoming a more significant part of Nestle’s business, he said.

Priced at Rs 57 per litre, the milk product will have a shelf life of four months. The yoghurt, under ‘a+ dahi’ brand will be available in two packs of 400 gram and 200, priced at Rs 38 and Rs 18 respectively.

Apart from milk and yoghurt, Nestle sells popular products like Maggi noodles, Nescafe and KitKat chocolates in India.

PTI