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Mondelēz outlines trends to boost sales

By Rod Addy+

30-Oct-2013
Last updated the 30-Oct-2013 at 14:52 GMT

Mondelēz International aims to capture market share and grow sales through strategies such as combining brands and targeting trends, including the increasing demand for snacking.

The company has already begun to roll out its Milka chocolate brand containing inclusions from other branded products such as Tuc savoury biscuits and Oreo cookies.

And it claimed its Marvellous Creations chocolate lines, launched in the UK in May with inclusions such as popping candy, had already clocked up sales of £41M.

Maurizio Brusadelli, president, UK & Ireland, Mondelēz Europe, told FoodManufacture.co.uk one of its latest launches was Cadbury Dairy Milk with Daim bar inclusions, which had just hit shelves.

‘Other combinations on the horizon’

“We have other combinations [of Marvellous Creations] on the horizon and we have just launched cola & pretzels [inclusions],” he said.

Snacking was another major trend Mondelēz was focusing on, he added. “We have different brands for different parts of snacking. Our intention is to combine coffee and biscuits on shelf.”

Amanda Banfield, vice president, marketing services for Mondelēz Europe, said consumer momentum towards snacking on the move was not tailing off, according to its global research.

A Mondelēz survey of 4,000 consumers had highlighted just how significant this trend was, she said. One of the key interesting highlights was the gradual breakdown in fixed, regular meals.

‘New snacking occasions’

“Almost half of all consumption moments are taking the form of snacks, either as a meal replacement or something between meals,” said Banfield. The trick was to “pick new snacking occasions emerging through the day”.

Snacks were either eaten to fuel the body, often between meals, lift consumers’ moods or to get a mental boost, according to the survey, she said. “You start to see these three fundamental needs playing out and driving snacking behaviour.”

Demand for indulgent products at premium prices and high quality products that still offered value for money continued to grow, she said.

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