Axe looms over Chambourcy brand

The future of Nestlé’s Chambourcy brand has been put in doubt following a review of the Swiss food giant’s second tier brands (MW October 7, 1994).

Insiders believe the favoured option is to replace the Chambourcy name on yogurts and chilled desert products with a Nestlé identity. It is not clear whether there would be an overnight switch or changeover period with a “Chambourcy from Nestlé” style identity.

Nestlé is looking at ways to increase the effectiveness of its marketing budget by reducing the number of brand names and concen- trating its spend behind a number of mega-brands.

It is understood the company is considering a major ad push for a range of Nestlé-branded yogurts and chilled deserts in an effort to crack the European market.

A spokeswoman says: “We have both the Chambourcy brand and the Nestlé brand in chiller cabinets. There is a strategic review being conducted across Europe into how these two names will be used in the future.”

One City analyst questions the wisdom of such a move, especially in Chambourcy’s French homeland. “If you get rid of Chambourcy, you would need a mighty marketing effort to introduce Nestlé as a yogurt brand.”

l Nestlé has appointed Nestlé UK chairman and chief executive Peter Blackburn as head of its French operations from April 1 next year. He will be succeeded by David Harris, md of Nestlé Rowntree in York.