Wednesday, May 25, 2011

Nestle's New Evil Genius: Baby Nes

Take a wild guess at what this is. No, it's not a newfangled Keurig designed to appeal to the girly girl in your life. It's actually a formula machine.

Yes, it's the same technology created by Nestle to make quick cups of coffee (Nespresso) adapted for their formula market. This machine (or "nutrition system," as Nestle calls it) uses prepackaged cups of powdered formula and will whip it up into a warm bottle in under 60 seconds. The formula comes in various concentrations, meant to "meet the needs of babies and toddlers up to age 3." The pediatrician that shills for Nestle says it's meant to "imitate nature" in the press release.

Baby Nes goes on sale today exclusively in Switzerland, but I am sure it's only a matter of time before it's available around the world.  It's six years in the making and is a truly frightening look at the future of infant formula marketing.

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