DECRYPTION – Nestlé, the parent company of Buitoni, and Ferrero, with its Kinder brand, are facing complicated crisis management without yet knowing the full extent of the contaminations.
Millions of chocolate eggs possibly contaminated with salmonella, and therefore withdrawn from sale, within a fortnight of Easter. The calendar could hardly have been worse chosen for Ferrero, which achieves 10% of its turnover during Holy Week and whose Kinder brand is one of the best-selling chocolates during the Easter period. If the products remaining on the shelves are safe, consumer mistrust will not be without effect on its turnover. Not to mention the image damage.
Thus, recognition by the parent company of “internal failures”, just like the frightening images broadcast a few days earlier of a soiled production line on the Buitoni site in Caudry, seem overwhelming for the companies incriminated. During such health storms, checks on the effectiveness of recalls mobilize the first hours. And they remain, along with apologies to consumers and internal investigations, the main…
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