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, 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. Yet Mondelez is itself still under repeated pressure from activist investors pushing for a break-up of the business or sale to another similarly minded group, such as PepsiCo.

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

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 24th Aug 2017: Mondelez secured an agreement to become the license partner for the latest iteration of Google's Android operating system, due for release in October. Denoted by letters of the alphabet rather than numbers, each Android release has traditionally adopted the name of some sort of sweet treat, like Jellybean, Lollipop, Marshmallow and most recently Nougat. The latest version is to be named Oreo after Mondelez' world-conquering cookie. It is only the second time in Android's history that it has adopted a third-party brand. Famously, the 2013 version, Android K, teamed up with Nestle and Hershey to become Kit Kat.

Adbrands Weekly Update 3rd Aug 2017: Irene Rosenthal is to step down as CEO of snacking giant Mondelez International in November this year, but will remain chairman for a transitional period until March 2018. The board named as her successor Dirk van der Put, currently head of Canada's potato products manufacturer McCain Foods.

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.

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