Nestlé in society Creating Shared Value and meeting our commitments 2015

Nestlé in society:
Creating Shared Value
Nutrition, health
and wellness
Rural development
Water
Environmental
sustainability
Human rights
and compliance
Our
people
Customer health and safety G4-DMA, Marketing communications G4-DMA, G4-PR6, Compliance G4-DMA (Product responsibility)
Responsible marketing
We have a responsibility to promote our foods and beverages truthfully and reliably, enabling people who
purchase them to make better-informed decisions about their own nutrition. This responsibility includes foods and
beverages for all consumers, from children to adults, from infancy to ageing populations. Our policy is to market
the foods and beverages designed for consumption by children carefully and with sensitivity. Nestlé is also
committed to marketing breast-milk substitutes responsibly. We aim to maintain the best practices in the industry
and to report transparently on our progress to further build trust in our brands and our company.
The Nestlé Consumer Communication Principles provide
the highest standards on which all marketing and
communication to consumers must be based. Our principles
commit to the following:
• We will market our products responsibly, discouraging
excessive and unbalanced consumption, with particular
regard to children;
• Written, sound and visual presentations in our marketing for
foods and beverages should accurately represent the
material characteristics (such as taste, size and nutritional
benefits) and not mislead consumers;
• All nutritional and health claims on our foods and beverages
must have a sound scientific basis;
• The appropriate portion size for our foods and beverages
must be presented;
• Foods and beverages not intended as meal substitutes must
not be presented as such; and
• Foods and beverages must be presented in the context of a
balanced diet.
We support healthy, active lifestyles and balanced diets for all
of our consumers, and our advertising states clearly that we
will not use extremely thin or obese people as role models.
Our commitment not to mislead about our foods and
beverages includes potential benefits, such as status or
popularity, physical growth, strength or ability. This includes all
marketing involving celebrities.
Our marketing spend centres on those products that meet
our 60/40+ programme, which ensures that at least 60% of
test groups prefer our food or beverage when compared to a
competitor’s product.
Two particular areas of concern for the marketing our foods
and beverages are:
• Breast-milk substitutes; and
• Children.
Responsible marketing of
breast-milk substitutes
Our commitment
Our objectives
Market breast-milk substitutes responsibly
Ongoing – Continue to strengthen our practices to ensure
the Nestlé Nutrition business consistently meets the
FTSE4Good Index breast-milk substitute criteria.
Ongoing – As part of our ongoing efforts to promote
good nutrition in the first 1000 days of life and support
breastfeeding, report publicly on our progress regarding
the responsible marketing of breast-milk substitutes.
By 2015 – Continue to strengthen our practices to ensure
both Nestlé Infant Nutrition and Wyeth Infant Nutrition
consistently meet the FTSE4Good Index BMS criteria.
We believe breast milk is the best nutrition for infants.
This is why we promote the World Health Organization’s
recommendation to exclusively breastfeed infants for the first
six months of life, followed by the introduction of adequate
nutritious complementary foods – along with continued
breastfeeding – up to two years and beyond. For more on our
approach to infant nutrition, see Nestlé Start Healthy Stay
Healthy.
We work closely with the public sector and civil society,
and seek to play a leading role to support countries’ efforts
to promote a conducive environment for breastfeeding.
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