Nestlé is investigating the relaunch of its consumer magazine as part of the company’s strategy of advertising its products collectively.
Nestlé used to publish a magazine called Food Talk, which ran in The Mail on Sunday for five years. The title was pulled four years ago. Now the food group is understood to be in talks with agencies about launching a similar publication.
A Nestlé spokesman refused to confirm details: “It is something we may well look at again in the future,” he says. Nestlé’s pasta brand Buitoni already has its own quarterly loyalty magazine called Casa Buitoni.
The company is planning to group different products in one ad campaign to increase awareness of the umbrella Nestlé brand. A campaign from roster agency J Walter Thompson, featuring both Nescafé and KitKat under the “Nestlé makes the very best” strapline, has been running since June.
The spokesman says a new ad featuring various Nestlé breakfast brands will break in the autumn.
Separately, Nestlé is reviewing its 20-strong roster of sales promotion agencies. It is aiming to align the business into about five.