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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|Wheat Thins||Barnum's Animals|
|Cote d'Or||Suchard Milka|
Adbrands Weekly Update 27th Apr 2017: There were several changes at Mondelez, including the departure of CMO Dana Anderson, who is joining media and ad consultancy MediaLink in the same role. Her successor has yet to be named.
Adbrands Weekly Update 20th Apr 2017: Mondelez announced the unexpected resignation of North America president Roberto Marques. No reason was disclosed, and Mondelez will begin the search for a replacement immediately. Chief growth officer Tim Cofer will step in as interim North America chief until a fulltime successor can be found.
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%.
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