Under pressure
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Threatened with losing its “natural” water label after a report from the Occitanie Regional Health Agency, Perrier is looking for a solution. The Nestlé group’s famous sparkling water could get a makeover under a new brand, “Maison Perrier”, which capitalizes on the high-end aspect.
What future for Perrier? The very existence of the brand and its promise of «naturel» are now threatened, after a new damning report from health authorities, as the source is so degraded. According to a confidential report from the Occitanie Regional Health Agency (ARS) unveiled Monday by the World and Radio France, the Swiss giant Nestlé, the parent company, should seriously consider “a cessation of the production of mineral water on the Vergèze site (Gard)”where the only source of the famous sparkling water is located. In question: a “virological risk” for consumers, which would force Perrier to treat its water. In this case, it will have to do without the precious “natural mineral water” label which has made its reputation for more than 160 years. But between marketing and communication, Nestlé can try several strategies to avoid the death of its brand.
The Swiss giant refuses to disclose Perrier’s turnover but indicates that it produces between 1.2 and 1.7 billion bottles per year in Vergèze, sold in more than 100 countries. The worldwide reputation of the little green bottle makes the issue crucial for Nestlé Waters, the water branch of Nestlé, which also includes the Contrex, San Pellegrino, Vittel, Acqua Panna and Hépar brands. In all, 3,
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