Nestlé Targets Small Ethnic Stores, Consumers In Europe

Nestlé launched Taste of Home, a marketing campaign that targets ethnic mom-and-pop stores in Europe by providing them with Nestlé products imported from markets served by the company worldwide. Nestrade launched the Retailer Development Programme as part of the campaign and the company's efforts to reach out to small retail outlets in Austria, Belgium, and other parts of Europe. Nestlé hopes to enlist some 2,000 stores under the program that also aims to meet demand for ethnic foods and flavors, as well as for halal foods, among ethnic populations and other consumers in Europe.