I have been interested in the way that Nestle is approaching the ageing consumer. The company has spent a lot of effort in trying to understand the impact of physiological ageing and how that creates a demand for product.
My blog about the way the company was 'looking East' illustrated the innovative approach it was taking.
However, all does not seem to be well in the company according to the report in Marketing Week that announces the company is looking to take the machete to its brand portolio.
The inertia of large companies means they find it incredibly difficult to adapt to the changing circumstances of their customers.
Nestle made a lot of the right noises about what it intended to do - I wonder how many of these translated into actions? Dick Stroud