Nestl is the world's largest food company in terms of sales with $116.62 billion in 2010. Nestl's motto, "Good Food, Good Life," was echoed by its stated mission, "to provide consumers with the best tasting, most nutritious foods and beverages". The NHW strategy guided Nestl's acquisitions, product improvements, and packaging innovations from 2000 to 2010.

Nestl SA: Nutrition, Health and Wellness Strategy -. Vision of Nestl is to be the leading nutrition, health and wellness company in the world. CEO Paul Bulcke: "When you have a good vision you don't change it dramatically each year". The NHW strategy guided Nestl's acquisitions, product improvements, and packaging innovations from 2000 to 2010. Nestl's CEO, Alfredo Brabeck, was convinced that the company needed a long-term strategic vision to move the company toward growth at higher margins. He created the nutrition strategic business division, tasked with developing actionable steps to become a NHW business. Nestl CEO Ramanand Singh: "Every year, one-third of our product portfolio is 60/40+ tested." Building Nestl Nutrition In 2005, Nestl began rolling out a cross-company packaging innovation, the Nestl Nutritional Compass. The compass was an on-pack information panel that explained nutritional information to consumers in an easy-to-read format. Nestl's initial investments in nutrition, which included Powerbar and Pria, struggled to grow sales and market share. in 2005, Nestl Brabeck brought together the healthcare nutrition, performance nutrition, infant nutrition and weight management divisions. This consolidation increased investments in R&D and increased media and marketing spending on NHW. Some analysts questioned the logic of the move, especially in the short term. Nestl created a Corporate Wellness Unit to drive NHW across all Nestl companies. In 2006, Nestl bought Jenny Craig and the Medical Nutrition arm of Novartis for $2.5 billion. The acquisition of Jenny Craig gave Nestl access to the $30 billion-a-year weight-loss management industry. In 2007, Nestl announced a model for 10 years of growth in health, nutrition and wellness. Nestl's CFO identified a $70 billion opportunity in delivering affordable nutrition to developing markets. The company also committed $1.5 billion over the next 10 years to startup and growth-phase companies in NHW. Nestl's R&D group included more than 5,000 employees and invested an average of close to $2 billion a year. Nestl's Research Center in Switzerland was the world's largest private facility for research into food and nutrition. The company did not undertake any drastic strategic shifts or large acquisitions during this time. the Nestl Research Center in Switzerland, which was the world's largest private facility for research. Nestl CEO Bulcke: "It would be easier sometimes to say we won't do this or that, but then you fall out of your own shoes". He sees the mission as one of delivering pleasurable food that was healthier, not simply health food. Nestl's nutrition efforts are focused on healthy ingredients and educating people about health consumption. Nestl CEO Bulcke: "Nutrition, health and wellness has been our basic agenda over the last few years". Nestl pledged to invest $500 million over 10 years to create food and drink with health benefits. The company also created two new units, Nestl Heath Science SA and the Nestl Institute of Health Sciences.

Nestl and Competitors 2000-2010: Sales, R&D Spending, and Net Profit Margin Source: Thomson Reuters One Banker, accessed May 2011. - 20,000. 40,000.0 60,000.0 80,000.0 100,000.0 120,000.0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 US Million $ Sales Nestle SA Unilever PLC Kraft Foods Inc Danone - 500.0 1,000.0 1,500.0 2,000.0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 US Million $ R&D Spending Nestle SA Unilever PLC Kraft Foods Inc Danone 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Net Profit Margin Nestle SA Unilever PLC Kraft Foods

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