"Snacking made right" is the tagline of Mondelēz International. Well, Mondelez is making our snacking enjoyable.
How?
Well, Mondelēz International is the company that holds brands like Cadbury, Bournvita, Oreo, Tang, etc. under its umbrella.
Mondelēz International was founded in 2012 after separating from The Kraft Foods. It defines its purpose to make snacking right for everyone. It is one of the largest snack companies and stands at 1st position in biscuits and cookies and 2nd in Chocolate worldwide.
Mondelēz has numerous brands in its portfolio, primarily chocolates, cookies and biscuits, powdered beverages and other snacking brands from all over the world.
But, it means that big brands like Cadbury and Oreo are actually subsidiaries of Mondelēz. How?
Well the story goes like this;
Mondelēz International is a company that was formed after separating from The Kraft Foods that's founded in Chicago in 1923.
In 2011, The Kraft Foods, which was at that time a big name in food and beverages, decided to split into a North American grocery company and a global snack company, that is Mondelez International. The Kraft Foods acquired brands like Cadbury and Oreo which became a subsidiary of Mondelez in 2012.
Currently, Mondelēz has a huge range of brands in its brand portfolio from all over the world. Currently, Dirk Van de Put is the CEO of Mondelēz International.
What exactly is a brand portfolio, you ask?
Brand portfolio is nothing but the brands that the company has acquired. The company can also be understood as a brand umbrella under which all these brands or subsidiaries fall. Such a company is also called a 'Conglomerate'.
Another example of this would be Hindustan Unilever, the company with its numerous subsidiary brands like Dettol, Kissan, etc.
Brand Portfolio helps the company to expand and also to acquire its potential competition.
Coming back to Mondelēz, it considers India an important market for its products.
Surely, India is a vast market for its products considering our favourite brands like Cadbury, Oreo, Tang, Eclairs, etc. Hence, it has set up Mondelez India Foods Private Limited's headquarters in Mumbai and four manufacturing facilities in Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh.
Mondelēz being at 2nd position in the chocolate industry aims at sustainable sourcing of cocoa. Hence, it started Cocoa Life in 2012 as a global cocoa sustainability program. Through Cocoa Life, Mondelēz is aiming to support the cocoa farmers worldwide.
So, the next time you "twist, lick and dunk" an Oreo or indulge in the sweetness of Cadbury, do not forget to dive deep in the story of Mondelēz and do think of the business strategies that Mondelēz International is using across the globe.
Do you know any such famous brands that are actually a part of a conglomerate? Do let us know in the comments!
Until then, Au Revoir!