The favela is a space rich in experiences, innovation and possibilities. We know that to get out of poverty, it's necessary to have a support network with common goals that unites government, private initiative, the third sector and society. Nestlé and the NGO Gerando Falcões joined forces to develop an innovative social product to support the fight against poverty, 100% conceived by the Digital Transformation team. It's the first social product launched globally, and all profits from the sale of cereal and fruit bars will be donated to the Favela 3D – Digital, Dignified & Developed project. This project is an initiative by Gerando Falcões that seeks to restructure favelas throughout Brazil and promote a complete transformation focused on improving the quality of life of its residents. The social product was a co-creation between Nestlé and young people from the NGO who live in low-income communities in São Paulo.

In Brazil there are 7,000 favelas/14 million residents. The pandemic worsened the socio-economic vulnerability of this group. That is why Nestlé decided to stimulate the creative development and active participation of the residents of Brazilian favelas. By uniting groups, we managed to shorten distances, tear down walls and build bridges. This is how Nestle's 1st social product was born, in partnership with Gerando Falcões, which will have 100% of its profits destined for a cause: to leave poverty in the past. More than 60 people from Nestlé and community leaders in the favelas were involved in the creative process, 100% engaged and realistic, to unleash their imagination and bring product ideas to children and youth in the favelas. Thinking about the nutritional needs of this audience, a bar made up of nuts and fruits with a vitamin complex was born. Produced by Nestlé with package design by Gerando Falcões.

The project's strategy was based on three pillars: digital inclusion (donation of R$ 2 million worth of equipment to the NGO), employability (Nestlé hired more than 35 professionals from the favela), and social product (first product with 100% of profits donated). The three projects aim to innovate with impact and generate more income and consumer power for the community, benefiting the entire chain—from the manufacturer through Nestlé, the NGO, retailers, and then reaching the final consumer. All the money is being invested in a healthy and sustainable social business ecosystem. The product targets children and adolescents from 4 to 18 years of age in Brazilian communities who need a vitamin complex due to malnutrition. We ask retailers and the media to join Nestlé and Gerando Falcões in this mission of tearing down walls and building bridges, fighting social inequality, and leaving poverty in the past.

Through the production of 75 tons of bars over 12 months, we expect to raise US$ 200,000. The product is available through several online and physical channels throughout Brazil. The entire retail network is associated with the cause—not only the donation of 100% of Nestlé's profits, but also the potential donation of the profits of the entire partner retailer network to the NGO Gerando Falcões and the Favela 3D – Digital, Dignified & Developed project. This initiative by Gerando Falcões seeks to restructure favelas throughout Brazil to promote a complete transformation and is focused on improving the quality of life of its residents. The launch took place on 2/2/2022 and for the communication and sales strategy, we carried out actions together with influencers, several newspapers, social media, CRM, retailers, and in partnership with the companies Mercado Livre and JCDecaux. All of them were engaged in the cause.

After the launch of the project, cereal and fruit bars produced Nestlé's largest organic Media Exposure Quality Index (IQEM): more than 17 million in IQEM and 55 media outlets talking about the project in the first month. Through the partnership with the company JCDecaux, more than 2 million people were impacted on the streets and subways of São Paulo daily, also in the first month. The project also generated interest from more than 20 online and physical sales channels, saw more than R$10,000 donated in the initial sales, and accelerated the Favela 3D project – Digital, Dignified & Developed, an initiative by Gerando Falcões that seeks to restructure slums around the world. In Brazil, the goal is to promote a complete transformation, focused on improving the quality of life of its residents.