The food giant's comms team is concerned that the website could trigger a fresh bout of damaging comments in the blogosphere should it launch as planned this weekend. But the campaign group has so far refused to transfer the domain name, nestlesa.org, to Nestle.
The site will air concerns about Nestle's business activities and will serve as a portal for further information from expert analysts. It has already been previewed on the 'behind the scenes' blog by Baby Milk Action campaign co-ordinator Mike Brady. It is being launched on 4 October - the 20th anniversary of the start of a boycott of Nestle over its allegedly aggressive marketing of baby milk.
Nestle hit the headlines last week when its PR team was forced to mount a rearguard operation after becoming embroiled in the Chinese baby milk powder scandal (PRWeek, 26 September).
Separately, Fleishman-Hillard's consumer team has been brought in to handle PR for two Lactalis Nestle chilled dessert brands - Ski yoghurt and Aero desserts.