Controversial water brand
Vittel disappears: why Nestlé takes mineral water off the German market
© Agron Beqiri/ / Picture Alliance
Grocery giant Nestlé is taking one of the most famous – and most controversial – water brands off the supermarket shelves. This allegedly has nothing to do with the controversy surrounding the water shortage in the spa town of Vittel.
The Nestlé water brand Vittel gambled away its good reputation in this country years ago. Since it became known that the industrial bottling of Vittel water in the French spa town of the same name is causing problems with a falling groundwater level, Nestlé has been publicly criticized.
Now Vittel, like the Nestlé brand Contrex, is disappearing from German shelves. A company spokesman said that Nestlé would end local business with Vittel and Contrex in Germany and Austria before the summer star. First the Lebensmittelzeitung had reported about it.
The group emphasizes that the decision is not related to the discussion about the Vittel source. Rather, it is about a general realignment of the German water business around the San Pellegrino and Acqua Panna brands. “Here we are following Nestlé’s international orientation of focusing on the premium segment and water with an additional benefit,” said the spokesman. Vittel water will continue to be sold in France and other European countries such as Switzerland.
Again and again trouble about Vittel
The end for Vittel in Germany had been indicated. Nestlé let a supply contract with major buyer Lidl expire last fall. The mainstream mineral water business is considered to have too low margins within the group, which is why numerous springs and brands have also been sold in the USA and China in recent years.
The fact that Vittel is now disappearing completely in Germany is also likely to be related to the negative headlines that the brand has been producing for years. The controversy surrounding the water shortage in the traditional French town of Vittel kept popping up. The 5000-inhabitant village is a well-known spa in north-eastern France. For many years, residents and conservationists have accused Nestlé of overexploiting the springs. Nestlé’s plans to supply the residents via a pipeline while the company sucks the spring water out of the ground itself did not bring peace to the discussion and was abandoned again.
Vittel was also criticized in this country because of the disposable plastic waste that the bottles cause. In 2019, for example, the German Environmental Aid awarded Nestlé the “Golden Vulture” for the most nonsensical plastic packaging of the year. More than 20,000 consumers voted for the negative price.
But Vittel’s end in Germany is no reason for environmentalists to celebrate. When Vittel disappeared from the Lidl shelves in November, the organization criticized the fact that the discounter was now relying on Danone’s Volvic instead.This is also sold in disposable plastic bottles and carted in from even further away, so that Lidl is doing climate protection a disservice.