Nestle announces! It is prohibited to sell high-sugar products to children under the age of 16.

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With the daily consumption of coffee, demand, health and the upgrading of concepts, consumers put forward more demands for imported food, and coffee brands are constantly grabbing market share.

In order to further strengthen its industry-leading responsible marketing practice, global food giant Nestl é has officially announced that it will ban worldwide advertising of its products to children under the age of 16 from July 1, 2023, according to a recent article on the website of global food giant Nestl é. These include all candy, ice cream and sweetened drinks.

The ban will apply to all TV and online platforms, including social media and gaming platforms, of which about 25 per cent are viewers under the age of 16. In addition, Nestl é does not collect data on minors and only works with social media influencers over the age of 18.

Judging from the actions in recent years, Nestl é seems to intend to take off the high-sugar label and carry out the transformation of "de-sugar". In 2016, Nestl é sold its candy business in the United States and re-launched more healthy products with low sugar, 0 sugar and 0 cards. such as low-sugar beverages, unsweetened chocolate, and sugar-free coffee, data show that Nestl é has reduced the sugar content of its products by 5.1% worldwide between 2018 and 2020.

From the point of view of the industry market, in order to cater to the healthy atmosphere of the food industry, Nestle will move from high-sugar and hot product categories to more natural and healthy products, which is very conducive to shaping the brand image. In the short term, stopping marketing high-sugar products to minors will inevitably affect the performance growth of Nestle's confectionery business and sugary products, and this move will certainly make Nestl é's long-term goal have greater benefits.

Yesterday, Nestl é released its latest target for 2025, saying that after profit margins were affected by sharp increases in cost inflation in 2021 and 2022, basic operating margins were expected to return to a range of 17.5-18.5 per cent by 2025.

Nestl é expects earnings per share to grow at a fixed exchange rate of 6 to 10 per cent annually between 2022 and 2025. Nestl é plans to achieve a free cash flow of 12% of sales by 2025 and a 15% return on invested capital.

Earlier, Nestl é launched a light sweet black coffee "black coffee", which not only focuses on low sugar and zero fat, but also very suitable for the multi-scene drinking of today's young consumers. Of course, it is not just Nestl é. In recent years, various brands have been constantly adding code to the layout of low-sugar and low-calorie products. The coffee brand T97, which was established in April last year, focuses on "low-calorie coffee".

In addition, Nongfu Springs, which crosses the border to the coffee track from other tracks, is also constantly putting on new low-calorie and low-sugar ready-to-drink coffee products, namely black coffee, low-sugar lattes and non-sugar lattes, and then launched the selection of pure black coffee series "Yejia Xuefei". It can only be said that one is more curly than the other.

According to public data, it has been 83 years since the establishment of Nestl é Coffee. With the upgrading of consumption, young consumers have become the main consumer group. Nestl é is speeding up the brand to become younger, healthier and more advanced.

In terms of marketing mode, Nestl é has attracted the attention of young people through flash stores. At the product level, Nestl é has successively launched new products with special fruit extract and high-end hanging-ear coffee, that is, the continuous upgrading of drinking coffee, attracting young consumers with low sugar, low prices and innovative tastes.

Photo Source: Internet

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