Every corporate story has its own character... In the case of Nestlé's ice cream market endeavors, it is the present CEO of Nestlé Group - Mr. Peter Brabeck-Letmathe.

Back in 1991, when he was the Head of the ice cream / confectionery business, the company had its ice cream operations in just ten countries around the world. Mr. Brabeck faced a strategic dilemma: to build a solid presence in this sector or to make a better use of resources elsewhere in the company (Pictet). Being a person who is not used to give up in the face of a challenge, Mr. Brabeck chose the first option and succeeded, developing among others "the unique branding policy of Nestlé, characterized by a strict hierarchy of strategic brands on the global, regional and local level" (Nestlé "Peter Brabeck-Letmathe").

Ice cream is not an accidental choice...

Nestlé has already been number one...