Wyeth adopts more cultured approach

Wyeth Nutrition, a unit of Swiss food giant Nestle SA, plans to add a more cultural feel to its brand marketing in China.

In a further sign that food and beverage consumption habits are diversifying across the country, the company is throwing its support behind a range of arts and entertainment promotions, including traditional Irish and European music, art, film and literature.

Qu Feng, president of Wyeth Nutrition China, said increasingly Chinese consumers understand that cultural communication can be an important way of increasing product awareness.