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Nestle sees consumer trend for online with e-commerce chocolate launch for Spain

By Oliver Nieburg , 23-Mar-2012

Nestle has launched an e-commerce platform for Spanish customers to order personalised chocolates online.

The launch builds upon Nestle’s success with similar initiatives with the Swiss chocolate brand Maison Cailler and coffee business Nespresso and forms part of a growing consumer trend, according to a Nestle head.

Díselo con Chocolate, is the new website for Spanish consumers to order a personalised selection of Nestlé Caja Roja praline chocolates.

Consumers can select the chocolates, pick the packaging and choose the box design.

Boxes range from 180g to 900g and can include a personalised message.

Nestle: consumer trend for online

CEO of Nestle Spain Bernard Meunier said: “Innovation is a priority for Nestlé.

“The Díselo con Chocolate initiative illustrates the potential of a growing consumer trend towards customisation and buying products and services online."

“It is something that is unique and exclusive for Spanish customers,” he said.

Analyst: potential of online confectionery

Leatherhead Food Research analyst Jonathan Thomas told ConfectioneryNews.com: “Most sources expect the UK online grocery market to continue expanding – see the following articles.”

Research group IGD estimated in March last year that Britain’s internet grocery market will double to £9.9bn by 2015.

“It seems reasonable to assume that the online confectionery market may benefit from these trends,” said Thomas

Online among few positives for Thorntons

“I know that Thorntons has been focusing upon this area as its high street sales have declined, but I am not aware of any major initiatives by the leading suppliers [Nestle excluded]“ he continued

UK chocolatier Thorntons recently suffered a 63% decline in profits in its half yearly report released last month.

However, sales for its online business Thorntons Direct grew solidly over the period with sales increasing by 4.6% to £6.7m

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