History of Nestle Foods and the Milo Brand in Nigeria

788 WordsMay 10, 20124 Pages
BACKGROUND Nestle Foods was started by Henri Nestle in the mid eighteenth century, in his bid to find an alternative to breast milk for babies whose mothers could not nurse in order to reduce infant mortality. Consequently Nestle’s first customer was a premature infant who could tolerate neither his mother’s milk nor any of the conventional substitutes and had being given up for lost by doctors. The value of the product was recognized after it saved the child’s life. Henri Nestle showed an early understanding of the power of branding as he adopted his very own coat of arms as the company’s logo and refused to allow Nestle in various countries to have different logos. The coat of arms reflected his name; which meant little nest in his…show more content…
The date of Milo's death is unknown, but he reportedly was attempting to rend a tree asunder when his hands became trapped in the cleft of its trunk and a pack of wolves surprised and devoured him. Over the century, milo has built a strong brand personality as a food drink that promotes strength and vitality. In most countries in the world, the packaging is green and depicts people playing sports. All over the world, the tags or pay off lines also depict it as a drink that gives energy. Examples of such tags include ‘go and go and go with Milo’; ‘milo gives you the energy, you score the goal’; ‘the food drink of future champions’; ‘the energy food drink’ etc. In Nigeria Milo as a brand has a large share of the beverage group in fierce competition with Cadbury’s Bournvita. Other competing brands include, Ovaltine, Horlicks and

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