Nestle
´
: China’s Chocolate War Sideshow 171
Nestle
´
’s Swiss head office went to Shanghai on a personal trip.
Nestle
´
China later received an e-mail from them, complaining
about the lack of Nestle
´
confectionery products in the retail
stores they visited. Without the distinctive labeling they were
used to seeing on their own products—Nestle Crunch’s blue
wrapper, the multicolor Smarties label, or KitKat with brand-
ing they could recognize to catch their eye—they just assumed
Nestle
´
chocolate wasn’t there. Nestle
´
Wafer, KitKat, and
China Crunch were there, but they were so well concealed by
their unified packaging that they were simply unrecognizable
as such. In the end, China’s consumers were left asking the
same question: Where is Nestle
´
’s chocolate?
Nestle ...