The Swiss food giant Nestlé plans to intensify its marketing efforts in anticipation of a faster global economic recovery. The areas of nutrition and emerging countries should accelerate the sales process so Nestlé is preparing by investing much more than usual in marketing its brand. Nestlé is the world's largest food group, followed by Kraft Foods. Analysts predict that sales will accelerate in the second semester, against the 3.5% growth of the first, giving an annual figure of a consensus of about +4.1%. "This is what we consider to be a truly healthy and sustainable growth, which takes the environment into consideration," said Paul Bulcke, the (Belgian) CEO of Nestlé. "... The second part of the year, and especially the end of the year, will provide us with a better comparative advantage," he added.