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Nestlé USA Reviews Brand PR Roster

Global, North America

Arun Sudhaman 03 Oct 2013

GLENDALE, CA—Nestlé USA has commenced talks with its US consumer PR firms, ahead of a potential roster consolidation.

The Holmes Report understands that the world's largest food company is currently engaged in chemistry meetings with the numerous firms that currently handle PR duties for Nestlé USA's brands, which include confectionary, ice cream and frozen prepared foods.

Nestlé USA's roster currently includes GolinHarris, which works on confectionary; Ketchum, which handles Haagen-Dazs ice cream; Ogilvy PR; and Edelman, among others.

A source familiar with the situation told the Holmes Report that the company will probably "narrow down" its agency list, although the ultimate goal has not been spelled out to agencies involved in the process.

A study of Nielsen market data last year revealed that Nestlé has been losing market share in the US, where it leads the petfood, bottled water and frozen food categories. Nestlé USA is the largest of the company's five US divisions, which also include Purina pet food, nutrition and Nestlé Waters.  

Key Nestlé USA brands include Lean Cuisine, Nestlé Toll House, Power Bar, Nestea, Nesquik Butterfinger and Nestle Crunch.

The PR rethink follows a media and digital review that started last year, following the arrival of new Nestlé USA CEO Paul Grimwood. 

Representatives from the company did not respond to request for comment as this story went live.

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