I don't think anyone looks good in this sort of exchange. And I *do* think Nestle could have done a better job:
The point at which they said "Thanks for the lesson in manners", which is bitter sarcasm, is where they came off the rails.
There's a good book I've been reading called "The Gentle Art of Verbal Self-Defense" that would help here. There are ways to respond that don't further incite people.
Just as with email, when you get emotional, it's time to step away from the computer for a bit. Social media seems to demand quick responses, but quick responses, in the heat of the moment, can be a mistake.
It's might have been worth waiting a bit to see if any Nestle fans jumped to their defense. Nestle should act as a moderator and give the discussion time to develop before launching into the fray.
On the original point, it's obvious to me that a modification of the Nestle logo that's similar enough to be recognized puts someone in a gray area. The lawyers would have to tease that one out.
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