Organic and national
Nestlé Mexico first organic chocolate
Food - Nestlé México
Aware of the growing consumer trend for healthy food, Nestlé took on the challenge of developing at least one organic product per line until 2020. In Mexico, the team responsible for chocolates saw the challenge as a great opportunity to expand the Nestlé Cocoa Plan program and reaffirm its commitment with the national production of cocoa.
Carlos V, the most traditional brand in the market within the chocolate segment, was the obvious choice of the Mexican chocolate team to be the first organic chocolate bar offered in the country by the multinational company. CBA B+G was once more the branding partner chosen to help with this mouthwatering project, after having developed the chocolate’s, as well as its premium artisan line Carlos V Reserva Real’s brand architecture.
We started our work by exploring the organic products’ territory and consumer habits in different categories, studying also other premium chocolate brands of Nestlé itself in other markets. The next step was to dive into Carlos V’s essence to outline the territories that best connected to the brand.
Taking advantage of the first #DíaNacionalDelCacaoyChocolate (National Chocolate Day), Nestlé México launched the organic special edition of Carlos V, 72% cocoa. The action is part of the Nestlé Cocoa Plan, a project that, since 2013, has been working to preserve the cocoa tradition in the Mexican estates of Chiapas and Tabasco, operating in three axes: supply chain, productivity and social development. Through this program, the company intends to triple the cocoa’s sector productivity per hectare and improve the living conditions of the farmers and their families.
“We have launched the Organic Carlos V to meet the growing demand and preference of consumers for organic products. We are convinced that everyone will love this special edition, that was accredited by the organic certification body in Mexico – CERTIMEX – which guarantees the quality of the preparation process of organic products” declared Juan Carlos Peralejo Serrano, vice president of Chocolate & Confectionery for Nestlé Mexico.
With this launch, Nestlé Mexico offers consumers an innovative product and reaffirms its commitment to the national production of cocoa.