Nestlé to invest €60m in Baci Perugina chocolate brand

Nestlé will make a €60m investment in its Italian chocolate brand Baci Perugina over three years.

The investment plan is an attempt to expand the business of the Swiss food and beverage company within Italy, as well as increase its export opportunities.

Nearly €15m of the total investment will be used by the company to upgrade its San Sisto chocolate manufacturing factory in Perugia, central Italy.

About 40% of the chocolate produced at San Sisto plant is currently exported to foreign markets, with Nestlé chocolate bars being sold across Europe.

With the investment, Nestlé aims to make Baci Perugina a symbol of the ‘Made in Italy’ worldwide.

The Swiss company will establish a new confectionery international business unit that will not only support its expansion plans in overseas markets, but also within Italy.

The new international business unit (IBU) will be headed by former S. Pellegrino executive Valeria Norreri.

Nestlé Italy Confectionery IBU manager Valeria Norreri said: "Baci Perugina has an exceptional legacy of tradition.

"Sales results of several countries confirm that the product has the potential to win in foreign markets.

"Now we have the opportunity to develop its value in international markets, relying on the Italian talent that combines the quality of know-how with passion and lifestyle."

Working with Nestlé since 1987, Bruno Emmenegger will be the business executive manager of the new confectionery international business unit.

Nestlé Italy market head Leo Wencel said: "The group firmly believes in the historical brand and the plan demonstrates it, because it aims to grow the brand in Italy and worldwide."

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Image: Nestlé plans to invests €60m in its Baci Perugina brand. Photo: courtesy of Nestlé.