Nestlé Singapore has introduced healthier alternatives to its brands such as Milo and Maggi noodles, and rolled out an activation push in conjunction with supermarket chain NTUC-Fairprice.
In Singapore, according to John Miller, MD of Nestlé Singapore, people are more aware of the toll which unhealthy diets have on their well-being.
"Consumers everywhere eat food for pleasure," said Miller. "Now they also want convenience and nutrition."
Noting that most Singaporeans consume twice the recommended salt intake despite heart disease being Singapore's number one killer, Miller added that "nutrition is of growing importance in Singapore as a result of the regular news and articles on health and nutrition".
To address this dietary challenge, Nestlé has reduced the salt and sugar composition across its four major brands in the market — Maggi, Milo, Nescafé and Nestlé powdered beverages.
Aside from strategic retail placement inside NTUC-Fairprice stores, a series of roadshows, health checks and nutritional guides are planned. Fulford PR and Legacy were tasked with the communications and events duties, respectively.
The effort is part of a global platform positioning Nestlé as a 'health and wellness' company, with individual markets tailoring products to meet local nutritional needs.
"Consumer tastes and nutritional needs vary from country to country," said Miller. "Thorough consumer research is done in each market so that we are able to deliver not only great tasting products, but with an added nutrition dimension."
