Mondelēz : We’ve regained the passion for building iconic brands
Mondelēz admits it had “lost some swagger” as it focused too much on internal transformation to the detriment of investment in its brands.
Mondelēz is “regaining passion” for building “iconic brands” according to the company’s executive vice-president and president of North America, Glen Walter.
Speaking at Evercore ISI’s Virtual Consumer & Retail Summit yesterday (16 June), Walter said the Cadbury owner had been investing both in its brands and ecommerce business, the later an area where the company is “underrepresented”.
Walter explained: “You can engage with consumers whether it’s a recruitment tool or a convenience tool, [ecommerce] has been very helpful.”
He added: “We’re investing in search, we’re investing in digital, we’re investing in service, and we’re investing in the types of differentiated packages that consumers are looking for in ecommerce. We’ve nearly doubled the number of unique pure play ecommerce packs to the portfolio in lightning speed.”
