Nestlé confirms move to drop Chambourcy

Food giant Nestlé has confirmed it is dropping the Chambourcy brand, as first revealed in Marketing Week (MW September 29).

Food giant Nestlé has confirmed it is dropping the Chambourcy brand, as first revealed in Marketing Week (MW September 29).

The company has announced it is to drop the Chambourcy name from all its goods in France, except yogurt and fromage frais. Products with the Chambourcy name will be recalled during the next six months.

A spokeswoman for Nestlé UK has confirmed a review is still taking place and the likely move is being seen as part of Nestlé’s strategy to strengthen their brand name.

Chambourcy was bought by Nestlé from Unilever in 1968.

Meanwhile, Nestlé’s chocolate-making division Rowntree is to launch an egg version of Aero in the new year.

The Aero Mint Egg, retailing at 25p, will be a rival to Cadbury’s Creme Egg. The account is held by Ammirati & Puris/Lintas and there will be a 4m advertising spend on the Aero brand next year.

Mars is to roll out a limited edition of a dark chocolate bar, called Mars Dark & White. There will be a 750,000 TV advertising campaign by D’Arcy Masius Benton & Bowles. This bar was brought out last year, also as a limited edition, under the name Mars Dark & Light.

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