NESTLÉ CANADA BEGINS EIGHT-MONTH COMMUNICATIONS EFFORT
By Adnews Staff
Toronto-based Nestlé Canada is undertaking an eight-month communications effort to advise Canadians that Smarties, Aero, Kit Kat, Coffee Crisp and Mirage chocolate bars will no longer be manufactured in a peanut- and nut-free environment. The campaign is intended to ensure that Canadians concerned with peanut/nut allergies are aware of the change, which goes into effect on January 1, 2002. The company said it is making the move from a nut-free environment in respose to consumer demand for peanut and nut products. Nestlé said a separate nut-free section of the factory was considered but would not meet company standards. Nestlé's communication effort, which is being handled in-house, will go directly to members of the Anaphylaxis Network of Canada, Allergy Asthma Information Association, Association Québécoise des Allergies Alimentaires, Medic Alert and the Canadian Society of Allergy and Clinical Immunology, as well as to schools, physicians and pediatricians across Canada. The company's retail customers are also being advised via a consumer letter. The general public is being advised via media relations and through Nestlé Canada's Web site at <http://www.nestle.ca>. Product packaging to be introduced over the next eight months will begin featuring a peanut and nut allergy alert. Nestlé also plans to provide point-of-purchase materials to retailers in January to remind consumers of the change.