Nestlé Files Complaint Against Unauthorized Use of Trencito Brand on Facebook for Illegal Drug Sales

September 11, 2025

Santiago, Chile – Nestlé has launched legal proceedings against individuals it alleges are exploiting the goodwill of its beloved ‘Trencito’ brand to facilitate the illicit sale of pharmaceuticals and controlled substances. the complaint, filed with the Fourth Court of Guarantee in Santiago, accuses those responsible of violating Industrial property Law and endangering public health.

Illegal Drug Sales disguised as Chocolate

The Swiss multinational,which has maintained a presence in Chile for over eight decades,states that the perpetrators are operating under the moniker “Trencito 2.0” on Facebook Marketplace. This deceptive branding is allegedly being used to attract consumers and covertly offer illegal drugs. According to the complaint, between May and June of this year, online advertisements for “Trencito” appeared, but contact with the listed numbers revealed offers of clonazepam in varying dosages.The use of a trusted brand like Trencito, is a risky tactic that puts vulnerable individuals at risk.

Legal Action and Investigation

The legal action, officially admitted by Magistrate Andrea Díaz-Muñoz on Tuesday, September 10, 2025, seeks a thorough investigation by the Carabineros Drug Department (OS7). Nestlé is requesting that authorities identify and prosecute those involved in this criminal scheme.

Key Personnel Involved

Nestlé has requested the court to subpoena José Luis Tagle, the company’s legal advisor; Daniela von Bischhoffshausen, the media manager; and karem Muñoz, the chocolate marketing manager. These individuals, all based at Nestlé’s Santiago offices, may possess crucial data pertaining to the case. The company is also seeking to consolidate this case with a previous complaint lodged on August 11, 2025, with the Investigation Brigade of Intellectual Property (BRIDEPI).

Nestlé’s Strong Stance

A statement released by Nestlé expressed the company’s deep concern over the misuse of its brand.”we deeply regret this situation that affects one of our most beloved and preferred brands by all Chileans,” the statement read. “We will not tolerate this abuse of our brand and we are taking legal measures necessary to eradicate it.”

Date of Initial Complaint	Date Legal Action Admitted	Alleged Illegal Substance	Platform of Illegal Sales
September 5, 2025	September 10, 2025	Clonazepam	Facebook Marketplace

Did You Know? Counterfeit medications pose a important global health threat, with the World Health Organization estimating that 1 in 10 medical products in developing countries are substandard or falsified.

pro tip: Always purchase medications from reputable pharmacies and be wary of online offers that seem too good to be true.

The Growing Threat of Brand Exploitation

The Nestlé case highlights a growing trend of criminals exploiting established brands to mask illegal activities. In recent years, law enforcement agencies globally have reported an increase in counterfeit goods and fraudulent schemes leveraging brand recognition to deceive consumers. This has become easier with the proliferation of online marketplaces and social media platforms. Staying vigilant and protecting brand integrity is vital for businesses.

Frequently Asked Questions

• What is Nestlé doing about the ‘Trencito’ brand misuse? Nestlé has filed a formal complaint with the Chilean court and is cooperating with authorities to investigate and prosecute those responsible.
• What is clonazepam and why is its illegal sale concerning? Clonazepam is a potent benzodiazepine medication used to treat seizures and panic disorders. its illegal sale and consumption without medical supervision can lead to serious health risks and addiction.
• How can consumers protect themselves from fake products online? Consumers shoudl purchase products from authorized retailers and be cautious of deals that appear suspiciously low-priced.
• What are the legal implications for using a trademark for illegal activities? Using a trademark without authorization for illegal purposes is a violation of Industrial Property Law and can result in criminal charges.
• Is brand exploitation a common issue? Yes, brand exploitation is an increasing problem, particularly online, as criminals leverage trusted brands to commit fraud and illegal activities.

What are your thoughts on the increasing instances of brand exploitation? Do you think social media platforms should be held more accountable for policing illegal activity on their marketplaces?

What legal actions can Nestlé take beyond filing a complaint with Facebook (Meta) to address the unauthorized use of it’s Trencito brand?

The Case: Brand Exploitation and Online Drug Trafficking

Nestlé has recently filed a formal complaint with facebook (Meta) regarding the unauthorized and deeply concerning use of its “Trencito” chocolate brand imagery in connection with the sale of illegal drugs on the platform. This case highlights a growing trend of criminals exploiting established brand recognition to mask illicit activities online. The complaint centers around Facebook groups and pages utilizing Trencito packaging and logos to advertise and facilitate the sale of narcotics, primarily targeting younger demographics. This isn’t simply a case of copyright infringement; it’s a serious issue of public safety and brand protection.

Understanding the Trencito Brand and its Appeal

Trencito, a popular chocolate snack in several Latin American countries, particularly Colombia, holds meaningful nostalgic value for many. Its distinctive train-shaped packaging and long-standing presence in the market make it instantly recognizable. This widespread recognition is precisely what makes it attractive to those seeking to disguise illegal transactions. The familiarity of the brand creates a false sense of security and can possibly attract unsuspecting buyers.

Target Demographic: The brand’s appeal to children and young adults makes it particularly alarming, as it exposes a vulnerable population to hazardous substances.

Brand Equity: Nestlé is actively working to protect its brand equity and reputation, which is directly threatened by this association with criminal activity.

Geographic Focus: The issue appears to be concentrated in regions where Trencito enjoys high brand awareness, such as Colombia and surrounding countries.

How Criminals are Exploiting the Trencito Brand on Facebook

The illegal activity isn’t a subtle association. Reports indicate that sellers are directly using Trencito imagery – photos of the packaging, the train logo – as code or visual cues to indicate the type and quantity of drugs available.

Here’s a breakdown of the tactics observed:

1. Coded Messaging: Trencito packaging images are used alongside price lists for narcotics. Different variations of the packaging (e.g., size, color) may represent different quantities or types of drugs.
2. False Advertising: Groups and pages falsely advertise Trencito products, but upon contact, the seller offers illegal substances rather.
3. Direct sales: Images of Trencito are used as profile pictures or cover photos for accounts dedicated to drug sales.
4. Private Groups: The majority of this activity is occurring within closed Facebook groups, making detection more difficult.

Nestlé’s Response and Legal Action

Nestlé’s response has been swift and decisive. The company has:

Filed a formal complaint with Meta: the complaint details the extent of the unauthorized use and demands immediate action to remove the offending content and accounts.

Engaged Legal Counsel: Nestlé is pursuing legal avenues to hold those responsible accountable for trademark infringement and endangering public safety.

Increased Monitoring: The company is actively monitoring Facebook and other social media platforms for further instances of brand exploitation.

Collaboration with Authorities: Nestlé is cooperating with local law enforcement agencies to assist in investigations and dismantle drug trafficking networks.

Facebook’s (Meta’s) Obligation and Challenges

Facebook, now Meta, faces significant challenges in combating this type of illegal activity. While the platform has policies prohibiting the sale of illegal drugs, the sheer volume of content and the sophistication of criminal tactics make enforcement difficult.

Content Moderation: Identifying and removing content that uses coded messaging requires advanced content moderation techniques and a deep understanding of local slang and cultural references.

Proactive detection: Meta needs to invest in proactive detection methods,such as artificial intelligence and machine learning,to identify and remove offending content before it reaches a wide audience.

Account Verification: Strengthening account verification processes can definitely help to deter the creation of fake accounts used for illegal activities.

Clarity Reporting: Increased transparency regarding the platform’s efforts to combat illegal drug sales would build trust with users and stakeholders.

The Broader Implications: Brand Security in the Digital Age

The Nestlé-Trencito case serves as a stark warning to all brands operating in the digital space. Brand exploitation for illegal activities is a growing threat, and companies must be proactive in protecting their intellectual property and reputation.

Practical Tips for Brand Protection:

Regular Monitoring: Continuously monitor social media platforms,online marketplaces,and the dark web for unauthorized use of your brand assets.

Trademark Registration: Ensure your trademarks are registered in all relevant jurisdictions.

Digital Rights Management (DRM): Implement DRM technologies to protect your digital content.

Collaboration with Platforms: Establish relationships with social media platforms and report any instances of brand infringement.

Public Awareness Campaigns: Educate consumers about the risks of purchasing products from unauthorized sources.

Real-World Examples of Similar Brand Exploitation

This isn’t an isolated incident. Several other brands have faced similar challenges:

Luxury Goods: Counterfeit luxury goods are frequently enough sold online using images and branding stolen from legitimate companies.

Pharmaceuticals: Fake pharmaceuticals are frequently