Mondelez Announces New Snack Brand

Snacks giant Mondelez this week announced a new biscuits brand that aims to capitalize on consumer trends toward foods perceived as healthier.

Mnet 153581 Mondelez Logo Listing Image
Mnet 153582 Mondelez Logo Listing Image

Snacks giant Mondelez this week announced a new biscuits brand that aims to capitalize on consumer trends toward foods perceived as healthier.

The Véa brand, reportedly the largest launch since Mondelez was spun off from Kraft in 2012, will include bars, crisps and crackers in flavors such as Thai Coconut, Tuscan Herbs, Peruvian Sweet Potato and Greek Hummus.

The brand will not include artificial ingredients, colors or flavors and is verified by the non-GMO Project. Officials said that the brand represents a key step toward becoming "the global leader in well-being snacks."

Mondelez announced its first new snack brand in nearly a decade about one year ago, and Tim Cofer, the company's chief growth officer, vowed that the segment would see "unprecedented innovation and renovation" this year.

“We created Véa from scratch with a truly global perspective and it truly underscores the best of what we’re doing across a wide range of growth capabilities, including breakthrough innovation and fearless digital marketing," Cofer said in a statement.

The snacks will be available in the U.S. and Canada this summer with additional markets to follow.

The announcement came amid speculation that Kraft Heinz could once again seek to acquire Mondelez's brands after its massive bid for Unilever fell through.

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