Connecting with consumers
Nestlé draws on data-driven consumer insights to develop innovation pipelines of preferred products. We operate with agility and flexibility to quickly respond to emerging trends, such as modern cooking, new flavors and textures, frequent small meals and nutrition goals across life stages. We utilize our R&D capabilities to develop differentiated products that taste great, hit appropriate price points and exceed consumer expectations. We scale promising innovations boldly, using clever marketing to raise awareness of our products and gain share.
We understand that consumers have increasingly busy lives and are seeking products that are delicious, convenient and nutritious. Nestlé responded to different consumer trends in 2025, introducing new products and scaling them with speed.
Spicing up air fryer meals
Within the food category we are pursuing growth by expanding our portfolio of products that make the preparation of tasty meals easier using modern devices. As household penetration of air fryers continued to rise in 2025, Nestlé rapidly rolled out its innovative Maggi air fryer range of flavors and recipe mixes across all zones to a total of 27 countries at year’s end. Tailored to common air fryer ingredients, such as chicken and vegetables, this key innovation has country-specific ranges to help consumers worldwide prepare wholesome, flavorful fresh meals with ease.
Exploring flavors with noodles
Consumers today are eager to explore new flavors, driven by a desire for novelty and cultural exploration. At the same time, fluid lifestyles are reshaping eating habits towards smaller, more frequent meals. To respond to these growth opportunities, Nestlé unveiled new authentic noodle offerings through the world cuisine platform. This strategic initiative targets high-growth segments and rising demand for global flavors. In Europe, Maggi launched Saucy Noodles with recipes such as Japanese Teriyaki and Pad Thai, helping Asian food lovers prepare a delicious small meal in minutes. Fueled by this initiative, noodles became the largest growth driver for our food category in 2025.
NIQ Bases recognized Nestlé Choco Trio as a Breakthrough Innovation for 2025 in the LATAM region.
A winning combo
Chocobakery products – combining chocolate with biscuits – is one of the fastest-growing segments in confectionery in Latin America and one of 2025’s key innovations. In 2025, Nestlé rolled out its Chocobakery treats to Mexico and will continue to roll out to other markets with promising growth prospects.
The Chocobakery portfolio includes Choco Trio, a chocolate bar combining milk chocolate with crunchy biscuit pieces, Choco Cookies, featuring a soft and buttery dough along with creamy chocolate fillings, and Choco Biscuit, a perfect combination of chocolate and biscuit. The three product ranges are available under the popular Nestlé brand but also under strong local brands such as Garoto.
Added protein for teens
Nestlé recently launched Milo Pro in response to the growing popularity of high-protein foods and beverages, leveraging the popularity of the Milo brand. With three times more protein than traditional Milo drinks, Milo Pro targets teenagers and young adults looking to support their active, on-the-go lifestyles with a ready-to-drink format or an easy-to-mix powder. Alongside the 2025 launch in Oceania, Nestlé is collaborating with key voices from sports and lifestyle on youth-focused campaigns to build awareness around the benefits of protein.
Orgain Creatine launched at mass-market retailers Costco and Amazon in 2025.
On-trend supplements
A strong brand for Nestlé Health Science, Orgain continues to delight consumers with tasty protein products with the expansion of its range of ready-to-drink shakes with 30 grams of protein. Driven by new flavors and expansion into new channels, the range experienced sales growth of about a third in 2025.
Responding to another growing trend, Orgain launched its premium creatine monohydrate, which is ultra-soluble and flavorless, the result of meticulous sourcing and execution. The product debuted with extraordinary success, driving sales well beyond projections.
Nestlé wants to be present at the events, on the media platforms and with the pop culture figures that consumers enjoy. In 2025, our brands found creative avenues for reaching new consumers.
Our new partner, Formula 1®
Nestlé launched its biggest global partnership ever in 2025. By making KitKat the Official Chocolate Bar of Formula 1® (F1®), Nestlé gained exposure to F1®’s young and diverse (over 40% female) fan base of over 825 million people across key markets. The multi-year collaboration will strengthen KitKat’s iconic status and further accelerate its growth by attracting new shoppers and increasing sales.
The marketing campaign of the collaboration is connecting KitKat with consumers worldwide across multiple touchpoints: social media, race day, on-pack promotion of “money-can’t-buy” prizes, in-store activations and limited-edition products. The partnership also enables collaborations with drivers, influencers and creators. Through this partnership, KitKat is bringing its iconic "Have a Break, Have a KitKat" message to more people, encouraging them to take a moment to pause.
Bringing the next generation to Nespresso
Nespresso is collaborating with musician Abel “The Weeknd” Tesfaye with Samra Origins. The Weeknd is one of the most streamed artists of all time, with approximately 120 million monthly listeners on Spotify. Launched in mid-2025 and now expanded to 25 markets worldwide, the Samra campaign is helping Nespresso connect with a younger audience. Tour sponsorships and engaging public activations, such as coffee tastings, contests and the New York Samra Origins Vinyl Cafe, are designed to enhance visibility, foster consumer engagement and accelerate adoption of the Nespresso system.
Nescafé's first-ever global influencer
The rollout of Nescafé Espresso Concentrate was accompanied by the "Hack your iced coffee" digital campaign that includes a partnership with global influencer Zach King, one of TikTok’s top creators. Zach edits his videos to look like magic tricks, inviting viewers to make ordinary everyday situations extraordinary. The partnership is part of Nescafé’s brand-building strategy to reach a broader and younger audience.
Zach King has a worldwide audience of over 185 million.
Cannes Lions Bronze for creative advertising
As people are inundated with ads on social media, on television and online, standing out is more important than ever. Winning for film craft, the comical 'With Love, Italy' campaign reunites two award-winning Sopranos actors for 'one last job' distributing the new Sanpellegrino CIAO!, a flavored sparkling water with real fruit juices and a pinch of Sicilian salt.
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