Expanding Nestlé's halal presence in Europe
(Thomson Reuters ONE) - Corporate news announcement processed and transmitted by Hugin AS.The issuer is solely responsible for the content of this announcement. ------------------------------------------------------------------------------------ As the leading player in the global halal food market, Nestlé looksset to further expand its halal presence in Europe.Frits van Dijk, Nestlé Executive Vice President and Zone Director forAsia, Oceania, Africa and Middle East, outlines Nestlé's role ofhalal in its global expansion, during the first regional World HalalForum Europe, on November 17-18 in the Netherlands. Following on fromthe 4th World Halal Forum (WHF), which was held in Kuala Lumpur on4-5 May this year, the "Halal Potential - A Regional Focus" eventbrings together a number of high-level participants, industryexperts, academics and scholars to focus on the potentialimplications on halal integrity, business and trade.Mr van Dijk explained that Nestlé is set to increase its supply ofethnic and halal foods in Europe, having already established a strongpresence in France, the UK and Germany. With sales of Nestlé's ethnicand halal foods in Europe reaching CHF 55 million in 2008, thecompany is aiming to scale up significantly in the coming years. Thiswill include moving into mainstream retail channels, where at thebeginning of 2010 Nestlé will be offering Swiss supermarkets aselection of ethnic products, most of which are halal.Nestlé's ethnic business in most European markets is delivered byNestrade, a global trading company within the Nestlé group. Itdeveloped a marketing initiative in 2004 called Taste of Homeoffering a wider range of ethnic foods sold in ethnic conveniencestores, called Mom and Pop stores.This campaign - which was extended to focus predominantly on halal,with products being sold in almost 1,000 stores in five Europeancountries during Ramadan in September - has seen strong growth ofaround 50% each year, with double-digit profitability.Alexander Klein, manager branded products channel development atNestrade, said: "We felt a strong demand from retailers in broadeningtheir ethnic assortment, and this is a pillar of growth we want tocontinue to focus on. The Taste of Home concept is designed to speakto both ethnic consumers looking for flavours and products thatremind them of home, as well as European consumers looking forinteresting and exotic world foods. Of course, providing thereassurance of halal-certification is also vital."Halal, which literally means permissible, is a way of living that allMuslims must adhere to. Halal in a food context specifically meansfood and drink which is allowed under the Islamic Law (Syariah). ManyMuslims therefore look for reassurance that all the food they eat ishalal, especially processed foods, although this varies betweenregions and cultures.Since the 1980s, Nestlé has been offering halal versions ofwell-known products right across its range of food and beverages,including confectionery such as Kit Kat and Smarties, Maggi soups,Nido and Neslac milk, Milo malted drinks and Nescafé, accounting for5% of Nestlé's annual sales, around CHF 5.3 billion.Of Nestlé's 456 factories worldwide, 85 have a halal certificationwith 154 halal-certified production lines situated mainly inIndonesia, South Africa, the Middle East, Turkey and Malaysia - withMalaysia as the Halal Excellence Centre and biggest halal foodproducer within the Nestlé Group, exporting to more than 50 countriesworldwide. Interestingly, 20 of Nestlé's factories in Europe havehalal-certified production lines, for example Nestlé's Konolfingenfactory in Switzerland produces halal-certified Nido milk power forexport to South-East Asia.Nestlé Halal products are labelled with a certification that providesassurance that it is manufactured, imported and distributed under thestrictest hygienic and sanitary conditions, in accordance with theIslamic faith.An Islamic inspection authority such as the Islamic Food andNutrition Council of America (IFANCA) or the Islamic Food Council ofEurope inspects Nestlé factories along with a Nestlé Halal Committeemember to ensure that products comply before the halal logo can beused. --- End of Message ---Nestlé S.A.Avenue Nestlé 55 Vevey WKN: 887208; ISIN: CH0012056047; Index: SLCI, SMI, SPI, SMIEXP;Listed: Main Market in SIX Swiss Exchange;
Datum: 17.11.2009 - 11:58 Uhr
Sprache: Deutsch
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