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With Its New Vea Brand, Mondelez Makes a Big Millennial Bet
Mondelēz has launched a savory biscuit brand, brand ‘Véa’ (pronounced vay-a), to go after millennials’ hunger for healthier options & unique ingredients.
Designed to drive growth in the savory cracker segment, Véais a key pillar for Mondelēz to be the global leader in well-being snacks.
Consumer tastes & snacking habits have been changing & people are adapting to healthier products & more are craving snacks on the savory side.
Véabiscuits are baked with authentic ingredients & visible herbs & spices to deliver layers of complex tastes, all delivered in innovative forms, such as crunch bars, world crisps and seed crackers.
Mondelēz says its seed crackers, mini-crunch bars & what it describes as “world crisps” contain no artificial colors or flavors.
The tagline for the brand is “Find your way to real” aimed at millennials for whom “food is an adventure.”
With the millennial-minded focus, marketing plans include publishing content with Mic & Insider, TV & online commercials, along with in-store sampling, outreach through unnamed influencers & campaigns specifically for Facebook & Instagram.
Véa is currently available only in the U.S. & Canada & plans to expand into other countries over time.
Mondelēz which is known for traditional snacks like Oreo, Ritz & Wheat Thins had recently introduced a well-being snack brand, Good Thins, a savory line touted for using real ingredients with no artificial flavors or colors.