A hole in the strategy

Don't I know you?

Don’t I know you from somewhere??

When I stumbled across this chocolate, I had to buy it. I know Aero well from the UK. But what, this says Trumpf on it?! How could this not be Nestle? It seems this German company got there first. They had the name already, they had a product in the chocolate sector (important, as when you register a brand you have to define which markets and product segments you want to reserve the name for).

I know which one I prefer

I know which one I prefer

This is a problem for Nestle if they want to expand their non-German Aero brand into this country. For the moment, it remains a B-league product with not the best distribution from what I can see. Also, in my opinion the taste, consistency and mouth-feel are TERRIBLE compared to the UK version.

I guess if Nestle does try to move into Germany, Trumpf could block them for trademark infringement. Unlike what happened with Löwenbräu here, where the market position of two brands was established many years ago in parallel.

Bad luck, not just for me then. And it looks like the big international has been out-trumped on this one.

Alex Woodruff

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One response to “A hole in the strategy

  1. As a child, I really loved the “Luftschokolade” as we used to call it at home, even though I was never much of a chocolate kid. This brand has been around for a very long time and as they are not so terribly successful, I suppose they did not secure the brand rights in other countries. It is not unlikely that Nestlé just copied the idea, and even the name.

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