Nestle to launch kids’ food range

Despite continued controversy over its marketing of infant food in developing countries, Nestle is to launch a range of foods aimed at young children.

Despite continued controversy over its marketing of infant food in

developing countries, Nestle is to launch a range of foods aimed at

young children.

Nestle is launching a raft of new products in the UK called Nestle

Junior Range, aimed at one- to three-year-olds. The range includes food

and drinks and will carry a new brand icon developed by Nestle called

Blue Bear.

A Nestle spokeswoman said: ’Nestle is committed to developing sales in

the nutritional market by offering nutritional solutions for all ages.

Junior Range for children will play an important part in this.’

Nestle said Junior Range will be launched later this year to ’bridge the

gap between infant feeding and mainstream family food’. It is also

launching nutritional foods for hospital patients.

The move by Nestle will challenge Heinz, which has a strong hold on the

junior food market through its own brand and Farley’s brand.

Nestle has several products targeted at children, such as milk drink

Nesquik, but this is its first dedicated range for a young age


Controversy over Nestle’s marketing of infant feed in Africa recently

resurfaced after the Advertising Standards Authority upheld a complaint

against a 1996 ad.

Pressure group Baby Milk Action had complained that Nestle’s claims in

the ad about its ethical marketing of infant feed were false.

Organisations such as Save the Children and Baby Milk Action have

organised boycotts of Nestle products due to alleged malpractice in its

marketing of baby feed.

- Nestle Rowntree is extending the Polo brand. Polo Super OJs are orange

versions of its Polo Supermints. Two polo tube formats, Polo Citrus

sharp and Polo Butter-Ups, will also launch next month.


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