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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Adbrands Weekly Update 9th Aug 2018: Mondelez concluded another set of regional media reviews. This too yielded a significant dividend for WPP's GroupM media division. Dentsu Aegis Network's Carat retained the business in the UK & Ireland, but was replaced by Mindshare in Australia & New Zealand; by Wavemaker in India and another as yet unidentified WPP agency in Japan. Publicis-owned Spark Foundry wins the business in China and South East Asia.
Adbrands Weekly Update 10th May 2018: Mondelez expanded its already vast cookie collection with the purchase of premium manufacturer Tate's Bake Shop, best-known for luxury "homemade" cookies and baked goods made with natural ingredients. The price tag is a generous $500m. It's the first big deal for new Mondelez CEO Dirk Van de Put, who took over from Irene Rosenfeld earlier this year. Tate's was founded in 2000 by Kathleen King - an earlier venture, Kathleen's Bake Shop collapsed following a legal dispute with her business partners - and has gone from strength to strength since she raised funding from private equity firm Riverside in 2014. Sales have reportedly quadrupled since then to around $65m this year.
Adbrands Weekly Update 5th Apr 2018: Mondelez restructured its marketing department, appointing one centralised chief for lead brands, supported by a team of regional CMOs for its four main geographic divisions. Former Danone fresh dairy executive Martin Renaud was named as global CMO, with oversight of power brands Oreo, Belvita, Cadbury, Milka and Trident gum. Debora Koyama joins from AB InBev as regional CMO for Europe; Jason Levine, previously VP, marketing, North America biscuits, is named as CMO for North America; Maria Mujica, previously director of strategy & communications in Latin America, is the new CMO for that region. Mie-Leng Wong, ex Heineken, is regional CMO for Asia Pacific.
Adbrands Weekly Update 15th Mar 2018: It took a few months but Arthur Sadoun's reinvigoration of Publicis Groupe is now delivering consistent results, forcing sceptics - and we were among them - to eat their doubts. There were two more major new business wins this week. Mondelez appointed the Groupe's Spark Foundry network to take charge of North American media, with support on digital from VaynerMedia. The business represents a substantial loss for incumbent Carat. The rest of Mondelez' global media account is still in review. Separately, Campbell Soup Company consolidated virtually its entire global marketing account with the Groupe this week.
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.
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