How Nestlé Turned Untapped Content Into Scalable Engagement with Breinify
In today’s competitive market, personalized digital experiences are key to customer retention and growth. Nestlé, a global food and beverage leader, saw the opportunity to connect more meaningfully with consumers through rich content like recipes and wellness insights.
Across sites like GoodNes, Very Best Baking, and El Mejor Nido, Nestlé had built a deep library of curated content but much of it remained underutilized. While increased engagement had already proven to boost sales and retention, the manual effort required to scale personalization across brands, languages, and audiences made execution difficult.
To solve this, Nestlé partnered with Breinify to implement AI-powered personalization—enabling smarter use of content at speed, without added headcount, tech overhauls, or heavy IT involvement.
The Challenges
Nestlé aimed to boost customer engagement across its digital websites by personalizing experiences to individual preferences and needs. However, their existing approach faced several key challenges:
Operational and Structural Barriers
Strict security and compliance requirements demanded lightweight, low-risk solutions. At the same time, managing multiple brands, languages, and audiences made consistent personalization across sites nearly impossible.
Limited Scalability and Manual Processes
Personalization efforts were generic and difficult to scale across brands and channels. Content curation was highly manual, requiring significant time from teams already constrained by a lack of embedded data analysts and heavy IT dependencies—slowing innovation and speed to market.
Underutilized Content
Despite having over 1,000 evergreen recipes, most remained hidden from users due to limited surfacing capabilities and bandwidth.
Despite strong content and a clear vision, Nestlé’s personalization was hindered by manual processes and resource constraints. The challenge was delivering smarter, scalable personalization in an easy way—without adding headcount or rebuilding their tech stack.
The Solutions
Breinify’s personalization platform provided Nestlé with a strategic solution designed to enhance digital experiences efficiently and effectively. Our approach enabled Nestlé to drive smarter, faster, and more impactful use of their content by:
- Automating Content with AI: Breinify’s AI eliminated manual content curation by dynamically surfacing evergreen assets based on user behavior—maximizing reach and relevance while saving time.
- Driving Dynamic Recommendations: Personalized content and product recommendations were delivered across digital touchpoints, adapting in real time to customer behavior — while maintaining consistent brand conditions.
- Scaling Personalization Across Brands and Languages: Breinify's solution enabled consistent personalization across Goodnes, Very Best Baking, El Mejor Nido, and 11 brand-specific sites, ensuring a unified customer experience across Nestlé's diverse brand portfolio. Plus, fully supporting comprehensive Spanish-language capabilities, dynamically delivering culturally relevant content and experiences.
- Enabling Fast, Low-Lift Testing: Marketing teams could run and learn from A/B tests in days without IT, accelerating iteration and strategy development. Maintaining
- Security and Simplicity: The platform met Nestlé’s compliance standards and integrated seamlessly, requiring little to no IT involvement.
- Acting as a Strategic Partner: Breinify acted as an extension of Nestlé’s team, offering hands-on support, strategic testing guidance, and actionable insights to drive results.
The Results
With Breinify, Nestlé used AI to activate years of content quickly and efficiently, without heavy IT involvement or added headcount, driving measurable, impactful results:
Boosted Engagement and Sales Impact:
- El Mejor Nido recipe views increased by +46%from 2022 to 2023 and by +92.6% from 2023 to 2024.
- Goodnes observed a +3.83x year-over-year increase in clicks.
- El Mejor Nido experienced a +22.5% increase in clicks per month.
- Very Best Baking saw a +12.97% increase in clicks per month.
- Across the three main brands, 54.9% of all page visits were personalized or part of a test, with personalized content consistently driving deeper engagement.
Enhanced Operational Efficiency & Speed to Market:
- Full integration of the Breinify platform took less than 2 weeks.
- All A/B tests launched in less than 1 week.
- Personalized experiences generated 3.64x more recommendation clicks than control groups.
- Content management and workflows saw increased efficiency, supporting culturally relevant initiatives (e.g. Cinco de Mayo) and optimizing existing content utilization (e.g. recipes, seasonal content).
Technical Implementations
A key advantage of Breinify’s platform is its ease of implementation, especially critical for a large, complex organization like Nestlé. Traditional personalization solutions often involve lengthy integration cycles, heavy IT lift, and intricate data mapping requirements. In contrast, Breinify was deployed rapidly and with minimal disruption to Nestlé’s existing systems.
The platform significantly reduced the need for custom development or manual configuration. Marketing teams were able to launch, test, and optimize dynamic experiences across Nestlé’s multiple brand sites with minimal IT involvement. Breinify’s light-touch integration and streamlined technical setup allowed Nestlé to quickly move, efficiently scale, and continuously adapt.
This was achieved while maintaining strict security and compliance standards, the control expected of a global enterprise, and the ability to engage diverse customer segments in real time. All of this was accomplished without overhauling existing infrastructure or diverting valuable internal resources.
Takeaways
With a rich library of evergreen content across brands like GoodNes, Very Best Baking, and El Mejor Nido, Nestle had the opportunity to drive business through increased online engagement.
The challenge was delivering dynamic, personalized experiences at scale within a highly secure, compliant, and streamlined organization.
Nestlé partnered with Breinify to activate easy strategic personalization with an AI-powered platform that:
- Enabled rapid, low-lift testing
- Delivered scalable, multi-brand personalization
- Automated content delivery using existing infrastructure
- Powered real-time digital experiences
- Acted as a strategic partner for faster, smarter execution
This resulted in higher engagement, better content utilization, and faster speed to market—proving that with the right partner, personalization can scale without added headcount or tech complexity. Nestlé continues to work with Breinify today and plans to do so for many years to come.
