Nestlé's newly appointed global CEO, Laurent Freixe, made his first visit to China in March 2025 and gave an interview to Chinese media, outlining Nestlé's latest strategy for the Chinese market. Freixe stated that Nestlé will adhere to the "4D" principles—decision-making in China, designing for China, delivering at China’s speed, and aligning with China’s digital trends—while continuing to invest resources to support growth in the Chinese market.

He also noted that although Nestlé’s global focus is on organic growth, in China the company will consider expansion through acquisitions, such as the full ownership of Hsu Fu Chi achieved in February this year. Nestlé sees significant growth opportunities in China across sectors like coffee, pet food, nutrition products, and leisure snacks.

Freixe emphasized that Nestlé will concentrate on a select few innovation projects, ensuring each is well-resourced, with the goal of achieving 1 billion RMB in sales for each major innovation project within three years, and some potentially reaching the 10 billion RMB level. Additionally, Nestlé plans to promote a "virtuous cycle" strategy in China by improving efficiency and cutting costs, redirecting more resources into core businesses and innovative projects.

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