Baked Goods & Desserts

Nestlé Professional and Dawn Foods Sign Sweet EMENA Co-Branding Deal

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Nestlé Professional and Dawn Foods have inked a long-term contract for co-branding cooperation in the Europe, Middle East and North Africa (EMENA) region, partnering in product innovation for a range of sweet bakery products, starting with muffins and cookies.

Jackson, Michigan, USA-headquartered Dawn Foods will create unique recipes and a range of top shelf baked goods, made with ingredients from Vevey, Switzerland-headquartered Nestlé. Both companies see this partnership as a good opportunity to link Nestlé’s most popular confectionery brand names with the high quality ingredients of Dawn Foods.

“We are delighted about this partnership, which will allow us to bring to our consumers new innovative experiences with our confectionery brands. We selected Dawn Foods as our EMENA partner because of the high quality of their bakery products, their capability to convey our brands experiences to the consumers, and their leading position in the sweet bakery industry,” said Vincent de Clippele, head of Nestlé Professional EMENA.

The first product launched will be a soft muffin with the popular KitKat chocolate-covered wafer bar ingredients taste, filled with milk chocolate and richly covered with KitKat topping. To make them instantly recognizable to consumers, the muffins are wrapped in branded “Made with KitKat” cups and will be supported with in-store promotional materials.

The muffin made with KitKat is the result of Dawn Foods’ market leadership in American pastry and the strengths of Nestlé’s confectionary brands, which gives the unique KitKat product taste experience, said Steven Verweij, Dawn Foods’ president for Europe, Africa, Middle East and Asia Pacific markets.

The co-branded products will be available for bakery channels, quick service restaurants and other locations across Europe, the Middle East and North Africa.