BOSTON — Expect more tweets from @HoneyMaidSnacks. Look for Oreos to keep coming in various package sizes. Mondelez International, Inc. plans to continue investing in social media and multiple packaging formats, as well as health and wellness, said Mark Clouse, executive vice-president and chief growth officer.
Expanding packaging formats may increase accessibility to new households and new channels, which may accelerate growth for Mondelez, Mr. Clouse said Sept. 10 at the Barclays Global Consumer Staples Conference in Boston.
|Mark Clouse, executive v.p. and chief growth officer for Mondelez|
“Oreo provides an excellent example,” he said. “In new markets like Russia, we can offer smaller pack sizes that enable presence in traditional trade and at price points that are affordable. In markets like China, Oreo multipacks and gifting tins create new usage occasions.”
Larger family packs may grow Mondelez brands in other markets. In the United States, the new family-size Oreo pack already has hit $150 million in sales, he said.
For social media successes, Mr. Clouse pointed to an Oreo dunk-in-the-dark tweet during the National Football League’s Super Bowl and a Honey Maid campaign that focused on all families, including interracial, gay and other non-traditional family types. The Honey Maid campaign surpassed expectations for Mondelez, Mr. Clouse said.
“And as a result, in 2014, we delivered solid growth on a brand that’s over 90 years old, well ahead of the category that was essentially flat,” he said of Honey Maid.
He added, “From a global perspective, we're shifting more of our spending to digital, as it typically costs less than traditional media, but has twice the R.O.I. (return on investment). By 2018, we expect digital media to represent around 30% of our total media spend. That’s about double where we were at the end of last year.”
For examples of health and wellness items, Mr. Clouse talked about Triscuits and belVita.
“With only three simple ingredients, Triscuits contain no artificial colors or flavors,” he said. “They’re made with 100% whole grains. In addition, we’ve recently reduced sodium by over 10% without compromising taste. We’ve also added thinner, crispier formats to broaden appeal and usage occasion, and now, we’re going to take this model and replicate it on brands like Ritz, Wheat Thins and Tuc.”
More than $600 million in revenue comes from belVita, which is sold in more than 54 countries, he said.
“Over the last couple years, it’s been growing at 20%,” Mr. Clouse said.
Earlier this year, Mondelez acquired Enjoy Life Foods, which offers free-from items such as free from allergens and gluten.“And Enjoy Life gives us a unique platform to meet the needs of 250 million consumers globally who are dealing with food allergies and many more who are looking for free-from products as a lifestyle choice,” Mr. Clouse said. “Today, Enjoy Life products are only available in the United States, but global expansion plans are in the works.”