Nestlé discreetly launches filtered water range in Switzerland, navigating legal and ethical questions

Nestlé Waters Suisse is navigating a delicate path with the discreet launch of its new "Simpli Water" range. Positioned as "filtered water" rather than natural mineral water, this move comes two years after revelations of prohibited practices at its Henniez facility.

The new line, already available through wholesalers and professional channels, is produced at the Henniez site in the Broye region of Vaud. Nestlé promotes it as "Switzerland's first filtered water bottled and distributed nationwide," offered in both still and sparkling varieties. Advertising on a beverage distributor's site boasts, "We filter every drop for pure taste, no frills! No nonsense!"

While this strategic shift appears to comply with legal frameworks, it reignites debate surrounding the actual value these products offer consumers. More broadly, it prompts a re-evaluation of the bottled water market's trajectory and Nestlé's approach to product positioning in the wake of past controversies.