FDBusiness.com

Nestlé has set up an innovation outpost in Silicon Valley, California to help deepen relationships with consumers online and in social media. The aim is to enhance existing partnerships with the world’s largest technology corporations while looking for pioneers among the thousands of small technology start-ups that Nestlé can work with.

In the fast growing area of digital engagement Nestlé wants to use the innovation outpost to build on the progress made in recent years to better understand consumers’ needs and respond to them more quickly. It will also help brands manage their growing fan bases – on Facebook alone, Nestlé pages have more than 180 million fans, and publish more than 1,500 pieces of content a day.

“The pace of innovation taking place in Silicon Valley is really impressive,” says Patrice Bula, Nestlé’s head of marketing. “Organisations there are shaping the future of consumer communication. We have an enormous amount of nutrition knowledge and expertise within our company. We are determined leverage this through digital technology and online content, in meaningful and engaging ways for our consumers.”

Nestlé already has strategic partnerships with Facebook and Google, and is establishing close links with Twitter. It has also created Digital Acceleration Teams at its headquarters in Switzerland- and in various markets worldwide including China, India and Italy- to help develop its relationships with consumers online.

And many of the company’s brands have been embracing new technology. In September, a surprise partnership with Google saw the technology company name the latest version of its Android mobile operating system ‘Android KitKat’, after Nestlé’s famous confectionery.

Earlier this year, Nestlé acquired its first-ever online content property, when its Purina Petcare business bought Petfinder, the world’s largest and oldest website for pet adoption.

In February, Nestlé launched a digital initiative to give consumers instant access to information about its products’ nutritional profile, and environmental and social impacts, simply by scanning them with a smartphone.