Nestlé continues to unlock growth opportunities in Africa
Posted: 26 September 2012 | Nestlé | No comments yet
Nestlé is continuing to unlock growth opportunities in Africa with the inauguration of its first factory in the DRC…
Nestlé is continuing to unlock growth opportunities in Africa with the inauguration of its first factory in the Democratic Republic of Congo (DRC).
The company has invested CHF 15 million in the factory in Kinshasa as part of its long-term efforts to better adapt its products to local tastes and nutritional needs.
The site, which opened in 2011 and is now fully operational, is a ‘finishing factory’ for micronutrient-fortified Maggi culinary products such as bouillon cubes and tablets.
Finishing factories have a flexible design that makes them easily adaptable for different manufacturing purposes, including processing ingredients or packing products. They enable Nestlé to get closer to its consumers while maximising its use of locally produced raw materials.
The site in Kinshasa has created more than 60 direct jobs and is providing business opportunities for suppliers in the region.
It is the latest factory of its kind Nestlé has inaugurated in Equatorial Africa recently, following the opening of another in Angola last month.
Both were built as part of a three-year, CHF 150 million investment programme the company launched in the region in 2010.
“We have seen remarkable growth in the Democratic Republic of Congo since opening our first distribution centres and sales offices here in 2009,” said Ian Donald, Head of Nestlé’s Equatorial African Region, at the opening ceremony in Kinshasa.
“We are continuing to promote this growth with our first factory in the country.
“It is not only enabling us to respond to the needs of our consumers more quickly, but also to help improve the livelihoods of the local suppliers we are working with.”
Mr Donald was joined by Jacques Gremaud, Swiss Ambassador to the DRC; Hervé Barrère, Director of Nestlé Congo; Alfredo Fenollossa, Nestlé Senior Vice President and Head of Technical for Zone Asia, Oceania, Africa and Middle East, and other special guests.
More than double
The individually wrapped Maggi bouillons and tablets produced in Kinshasa belong to Nestlé’s ‘popularly positioned products’ (PPP) range.
These locally adapted food and beverages provide lower income consumers with access to tasty, affordable nutrition.
Often sold in single servings to allow them to be bought on daily basis, most are carefully formulated to help address micronutrient deficiencies prevalent in specific regions.
They are part of Nestlé’s multi-tier strategy to make its brands available to consumers across socio-economic segments in all 54 countries in Africa.
The multi-tier approach also includes products for the continent’s growing middle class such as premium portioned coffee Nespresso, popular among urban professionals in South Africa and Mövenpick premium ice cream, which has strong sales in Egypt.
Nestlé in Africa
Nestlé products have been sold in Africa for more than 130 years. The company opened its first factory on the continent in 1927 and now has a total of 29.
The company has invested about USD 1.2 billion in Africa over the last five years to build up its local manufacturing capabilities, expand its distribution networks and develop more products catered to local tastes and needs.
Demand for Nestlé products in Africa is such that the company expects to more than double its business on the continent by 2020.
In the Democratic Republic of Congo, Nestlé offers brands including Maggi, Nido, Nescafé.