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Mondelez Invests In High-Growth Channels And Products

February 21, 2017: 12:00 AM EST
N.J.-based snack maker Mondelez International's strategy is to boost its presence in high-growth channels like e-commerce, discounters, convenience stores and traditional trade. To build its e-commerce snacks business, it is spending heavily on capabilities, infrastructure and broadening the online product portfolio. The effort is working: net revenues in e-commerce grew more than 35 percent last year. More specifically, the company is investing in what it calls its “power brands” – namely, Oreo, Milka and belVita – which account for 70 percent of global revenues. The effort is paying off: last year those brands grew organic net revenue at twice the rate of the company overall and continue to outpace category growth, according to Chief Growth Officer Tim Cofer.
Jeff Gelski, "Mondelez Sees Opportunity in 'power Brands,' E-Commerce", Food Business News, February 21, 2017, © SOSLAND PUBLISHING CO.
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