Italy: Nestle to invest in Baci Perugina brand
Nestle is looking to revive its Italian chocolate praline Baci Perugina with a view to turning it into a global brand, the company has announced.
With a total investment of over over €60 million ($66 million), the new initiative is designed to further reinforce the presence of the historical brand in Italy as well as to make Baci Perugina a symbol of ‘Made in Italy’ around the world, the company said.
Through the investment, Nestle said it would modernise and upgrade its factory in San Sisto commune and would also set up a new business unit for the brand's marketing and business needs. About €15 million ($16.7 million) has been earmarked for the implementation of cutting-edge and advanced technologies, the company added.
"I enthusiastically accepted this nomination; for me it is a new, exciting challenge", said Valeria Norreri, Nestle Italy Confectionery IBU Manager. "Baci® Perugina® has an exceptional legacy of tradition. Sales results of several countries confirm that the product has the potential to win in foreign markets. Now we have the opportunity to develop its value in international markets, relying on the Italian talent that combines the quality of know-how with passion and lifestyle. It’s more than just chocolate: we will tell the pleasure of surrounding with small things, gestures of love, and Italian-style flirting to create unforgettable moments made in Baci® Perugina®".