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.
Source: http://bit.ly/2v0g8c

2 thoughts on “With Its New Vea Brand, Mondelez Makes a Big Millennial Bet”

Leave a Comment

Your email address will not be published.