Mondelez International

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Mondelez International is the global snacking group created at the end of 2012 by the break-up of the old Kraft empire. It is the undisputed global leader in biscuits, and joint #1 in confectionery alongside Mars. Following the split, a slimmed-down Kraft Foods retained a collection of well-established grocery products sold primarily in North America, such as Kraft cheese and Oscar Mayer meats before itself being acquired in 2015 by Heinz. The Mondelez portfolio is built on three main pillars of biscuits, chocolate and sugar confectionery. It contains the old group's faster-growing cookie business, comprising the heritage Nabisco portfolio and the substantial Lu division acquired from Danone in 2007. Key brands include Oreos, Prince and Chips Ahoy. It also houses the extensive Cadbury confectionery division and the former Suchard chocolate brands in Europe. However, not all of Mondelez' inherited brands fitted comfortably with the snacking strategy. In 2014, the group agreed to inject its international coffee brands into smaller rival DE Master Blenders 1753 to create joint venture Jacobs Douwe Egberts, the new global leader in that sector ahead of Nestle.

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Mondelez International website

Brands

Toblerone Kenco
Oreos Ritz
Snackwells Chips Ahoy!
Fig Newtons Triscuit
Lu Belvita
Prince Cracotte
Nilla Mikado
Wheat Thins Barnum's Animals
Vegemite Marabou
Cote d'Or Suchard Milka

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 26th Jan 2017: Australian grocery icon Vegemite is to return to local ownership following a deal in which global giant Mondelez agreed to sell most of its non-snacks business in that market to local dairy leader Bega Cheese for around US$345m US. Like its UK counterpart Marmite (owned by Unilever), yeast spread Vegemite is an acquired taste, but is widely regarded as a local jewel. Also included in the sale are licenses to produce all Kraft-branded grocery staples in Australia and New Zealand, including cheese (currently Bega's sole business), peanut butter and mayonnaise, as well as Dairylea cheese spread. Mondelez will retain Philadelphia in A&NZ as well as its confectionery, crackers and biscuits.

Adbrands Weekly Update 6th Oct 2016: Ads of the Week: "Lost & Found". It's time for another charming tale from Wieden & Kennedy Amsterdam for Mondelez' Milka chocolate. Like its predecessor (about a kind-hearted strongman with a spare bar of chocolate), this is set in a rose-tinted fantasy version of Switzerland, where cows are purple and white, and everybody is prepared to do what they're told by a bossy little girl trying to keep her Dad's Lost & Found counter open. Cute. 

Adbrands Weekly Update 1st Sep 2016: Mondelez abandoned its pursuit of US confectionery rival Hershey. The latter rebuffed Mondelez' initial $23bn bid in June, but talks had continued behind the scenes. In fact Mondelez is said to have raised its offer from $107 per share to $115. Still no dice, though, with Hershey apparently refusing to budge for under $125 (or around $26.9bn). “Following additional discussions... we determined that there is no actionable path forward toward an agreement,” said Mondelez CEO Irene Rosenfeld in a statement. Most analysts tracking Mondelez welcomed the news, believing that a deal for Hershey would be more of a distraction than a benefit. As a result, the global snacking group's shares rose sharply following Rosenfeld's announcement. Hershey's on the other hand tumbled by 11%.

Adbrands Weekly Update 18th Aug 2016: In the latest cross over from marketer to media pundit, high profile executive Bonin Bough has left Mondelez, where he was chief media & ecommerce officer, to launch an unscripted TV series on CNBC titled Cleveland Hustles. According to a press release the show will "give four aspiring local entrepreneurs the chance to realize their dreams while also helping to revitalize a neighborhood in Cleveland".

Adbrands Weekly Update 7th July 2016: Snacking giant Mondelez launched an initial assault on US chocolate rival The Hershey Company, with an informal offer to acquire the business for around $23bn. The target immediately declined the offer, which it said "provided no basis for further discussion". However, Mondelez is unlikely to be deterred by the stonewall. It faced similar opposition when, as Kraft, it launched a similar and ultimately successful attack on UK company Cadbury. Indeed that Cadbury business plays a significant role in Mondelez' latest move. For historical reasons, Hershey's has US rights to several of Cadbury's biggest brands, as well as Nestle's Kit Kat, alongside its own Hershey's and Reese's portfolios. That effectively blocks Mondelez from playing a bigger role in the world's biggest chocolate market. Yet, the global snacking giant will face an even steeper climb than it did with Cadbury to win over Hershey's controlling shareholders. These are not business-minded investors but a charitable trust which runs the school for underprivileged children founded by Milton Hershey more than 100 years ago, as well as much of the town of Hershey, Pennsylvania, which grew up around the original factory. The trust has turned away offers before, but recent performance has been patchy, so this time many observers believe its hand could be swayed with the right offer. Some have even suggested that Mondelez might propose moving its HQ to Hershey, PA, and even adopt the Hershey name in place of its own, widely reviled cod-Latin construction. (Active investor Nelson Peltz, who sits on the Mondelez board, once said its name sounds "like a disease"). If successful Mondelez would overtake Mars to become the world's biggest confectionery company. The current price is worth $107 per Hershey share; some analysts believe Mondelez might be prepare to go as high as $130, or a total of $28bn.

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