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As Wellness Trends Go Upscale, Nestlé’s Mass-Market Vitamins Lose Some Shine

Nestlé wants out of mass-market vitamins. But a move by consumers towards more expensive, science-backed products risks complicating the Swiss conglomerate’s effort to fetch a high price for its underperforming brands.
Nestle has kicked off strategic reviews of its lagging operations in recent months.
Nestlé may face challenges in fetching a high price for its underperforming vitamin brands. (Shutterstock)

Nestlé wants out of mass-market vitamins. But a move by consumers towards more expensive, science-backed products risks complicating the Swiss conglomerate’s effort to fetch a high price for its underperforming brands.

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Further Reading

Supplements Are Booming. So Is Scepticism.

Between class-action lawsuits, safety fears and customer dissatisfaction, the vitamin, supplements and minerals industry is facing more scrutiny than ever. Some sellers see the moment as an opportunity.

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