[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.maximino.cz\/nestle-ustupuje-do-pozadi-milenialove-si-oblibili-mrazene-potraviny\/#Article","mainEntityOfPage":"https:\/\/www.maximino.cz\/nestle-ustupuje-do-pozadi-milenialove-si-oblibili-mrazene-potraviny\/","headline":"Nestl\u00e9 ustupuje do pozad\u00ed, mileni\u00e1lov\u00e9 si obl\u00edbili mra\u017een\u00e9 potraviny","name":"Nestl\u00e9 ustupuje do pozad\u00ed, mileni\u00e1lov\u00e9 si obl\u00edbili mra\u017een\u00e9 potraviny","description":"Nestl\u00e9 sice sestavilo sv\u00e9 menu spr\u00e1vn\u011b, ale v nespr\u00e1vnou dobu. Kdy\u017e se mlad\u00ed spot\u0159ebitel\u00e9 v lo\u0148sk\u00e9m roce vr\u00e1tili zp\u011bt k mra\u017een\u00e9 strav\u011b, dodavatelsk\u00fd \u0159et\u011bzec spole\u010dnosti na to nebyl p\u0159ipraven a v\u00fdsledkem byl \u00fastup do pozad\u00ed ve prosp\u011bch konkurence. Jeff Hamilton, obchodn\u00ed \u0159editel Nestl\u00e9 v USA, uvedl, \u017ee spole\u010dnost nem\u011bla p\u0159ipraven\u00e9 v\u00fdrobn\u00ed kapacity k tomu, aby...","datePublished":"2025-02-24","dateModified":"2025-02-24","author":{"@type":"Person","@id":"https:\/\/www.maximino.cz\/author\/#Person","name":"maximino.cz\n","url":"https:\/\/www.maximino.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/7b7a3ac09da7f6a75c5f1ebec5be454c22943a51b9f5595d89318ef09bd44dd1?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/7b7a3ac09da7f6a75c5f1ebec5be454c22943a51b9f5595d89318ef09bd44dd1?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"maximino.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.maximino.cz\/wp-content\/uploads\/img_a315219_w2236_t1526113810.jpg","url":"https:\/\/www.maximino.cz\/wp-content\/uploads\/img_a315219_w2236_t1526113810.jpg","height":0,"width":0},"url":"https:\/\/www.maximino.cz\/nestle-ustupuje-do-pozadi-milenialove-si-oblibili-mrazene-potraviny\/","about":["Business"],"wordCount":403,"articleBody":"Nestl\u00e9 sice sestavilo sv\u00e9 menu spr\u00e1vn\u011b, ale v nespr\u00e1vnou dobu. Kdy\u017e se mlad\u00ed spot\u0159ebitel\u00e9 v lo\u0148sk\u00e9m roce vr\u00e1tili zp\u011bt k mra\u017een\u00e9 strav\u011b, dodavatelsk\u00fd \u0159et\u011bzec spole\u010dnosti na to nebyl p\u0159ipraven a v\u00fdsledkem byl \u00fastup do pozad\u00ed ve prosp\u011bch konkurence. Jeff Hamilton, obchodn\u00ed \u0159editel Nestl\u00e9 v USA, uvedl, \u017ee spole\u010dnost nem\u011bla p\u0159ipraven\u00e9 v\u00fdrobn\u00ed kapacity k tomu, aby uspokojila zvl\u00e1\u0161tn\u00ed popt\u00e1vku po j\u00eddlech Stouffer’s Fit Kitchen a Lean Cuisine. Popsal tento probl\u00e9m jako „n\u00e1hl\u00fd, v\u00fdznamn\u00fd a mimo o\u010dek\u00e1v\u00e1n\u00ed.“Nestl\u00e9 ned\u00e1vno nav\u00fd\u0161ilo svou kapacitu v n\u011bkolika tov\u00e1rn\u00e1ch ve Spojen\u00fdch st\u00e1tech, v\u010detn\u011b \u00faprav sv\u00fdch v\u00fdroben a p\u0159id\u00e1n\u00ed nov\u00e9 linky do tov\u00e1rny v Jonesboro v Arkansasu. „Neznamen\u00e1 to, \u017ee je t\u00edm probl\u00e9m vy\u0159e\u0161en, ale mysl\u00edm, \u017ee jsme se posunuli o krok vp\u0159ed,“ \u0159ekl Hamilton.Investo\u0159i ji\u017e dlouho vyv\u00edj\u00ed na Nestl\u00e9 tlak kv\u016fli zlep\u0161en\u00ed obchod\u016f s mra\u017een\u00fdmi potravinami, co\u017e vedlo spole\u010dnost k tomu, aby do v\u00fdzkumn\u00e9ho z\u00e1vodu v Ohiu p\u0159ivedla konzultanty, specializovan\u00e9 skupiny a mezin\u00e1rodn\u00ed kucha\u0159e, kte\u0159\u00ed pomohou zm\u011bnit jejich nab\u00eddku. Ta dnes zahrnuje \u0159adu nov\u00fdch polo\u017eek, jako Coconut Chickpea Curry a Sweet Earth Veggie Lover’s pizza, kter\u00e1 je ozna\u010dov\u00e1na jako organick\u00e1 a bohat\u00e1 na vitamin C. Velk\u00e9 \u00fasil\u00ed se to\u010dilo kolem takzvan\u00fdch mileni\u00e1l\u016f, demografick\u00e9 skupiny mlad\u00fdch lid\u00ed na prahu dosp\u011blosti, u kter\u00fdch vedouc\u00ed p\u0159edstavitel\u00e9 v\u011b\u0159ili, \u017ee si mra\u017een\u00e9 pokrmy koup\u00ed, pokud jim budou nab\u00edzeny jejich zdrav\u011bj\u0161\u00ed a modern\u011bj\u0161\u00ed varianty za dobrou cenu. Tak\u017ee kdy\u017e p\u0159ed rokem popt\u00e1vka za\u010dala r\u016fst, m\u011bla to b\u00fdt pro Nestl\u00e9 \u0161ance rychle se vypo\u0159\u00e1dat s kritikou. Nam\u00edsto toho to znamenalo zme\u0161kanou p\u0159\u00edle\u017eitost.Po n\u011bkolika letech stagnov\u00e1n\u00ed se v lo\u0148sk\u00e9m roce prodej mra\u017een\u00fdch potravin ve Spojen\u00fdch st\u00e1tech zv\u00fd\u0161il o 1,4 %, podle agentury Nielsen, zam\u011b\u0159uj\u00edc\u00ed se na pr\u016fzkum trhu. K tomuto zlep\u0161en\u00ed p\u0159isp\u011bli pr\u00e1v\u011b mlad\u00ed lid\u00e9. V roce 2017 utratily dom\u00e1cnosti, v nich\u017e \u017eij\u00ed mileni\u00e1lov\u00e9, za mra\u017een\u00e9 potraviny pr\u016fm\u011brn\u00e9 o 9 % v\u00edce ne\u017e ostatn\u00ed dom\u00e1cnosti.                                                                                                                                                                                                                                                                                                                                                                                        3.5\/5 - (12 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Nestl\u00e9 ustupuje do pozad\u00ed, mileni\u00e1lov\u00e9 si obl\u00edbili mra\u017een\u00e9 potraviny","item":"https:\/\/www.maximino.cz\/nestle-ustupuje-do-pozadi-milenialove-si-oblibili-mrazene-potraviny\/#breadcrumbitem"}]}]