At Mondelez, we believe snacks enjoyed in a mindful way can be part of a healthy, balanced lifestyle. Through our Mindful Snacking strategy, we aim to empower people to snack mindfully and support consumer well-being on five fronts.
1. Providing Clear Labeling and Portion Guidance
Being mindful about portions can help people personalize their snacking experience and enjoy their favorite snacks in a balanced way. In fact, according to our report, 69% of people surveyed look for snacks that are pre-portioned.
We are focused on helping our consumers understand portion size at a glance with the following:
- Our individually wrapped, Mindful Portion packs with max 200 calories help empower consumers to right-size their snacking experience.
- Our Mindful Portion labels (or in the UK) provide a visual, at-a-glance depiction of one portion and calories per portion, helping consumers make more informed snack choices in support of a balanced lifestyle.
In 2024, approximately 84% of our net revenue came from Mindful Portion snacks, +22 percentage points vs prior year*.
2. Promoting Positive Eating Behaviors
In addition to our efforts on Mindful Portions, we strive to further embed mindfulness into our brand experiences.
With our marketing and communications efforts, we encourage our consumers to savor the whole eating experience 鈳� be present in the moment, enjoy the snack with all the senses, and be aware of hunger and fullness cues.
On product packs, we highlight ways to enjoy our products, showcasing examples like rituals and pairings that promote mindful consumption, thus helping consumers be more aware and present in their snacking moment. Additionally, brand-inspired tips, digital resources and mindful-eating education tools are available on our website, as well as on and websites. We also provide an array of on mindful eating in practice to empower health professionals.
3. Enhancing Our Nutrient and Ingredient Profile
For years, we have worked to elevate our recipes with key ingredients, including whole grains, fiber, and essential vitamins and minerals. Some of our iconic brands containing whole grains include belVita & Prince in Europe. Plus, we鈥檝e incrementally reduced the sugar, sodium, and saturated fat content in selected snacks, delivering enhanced versions of our consumers鈥� beloved products. Notable examples include the reformulation of Oreo with more cocoa and less sweet taste in 2024, leading to ~8% sugars reduction versus previous recipe. The entire belvita range also went through multiple nutrition enhancements since 2023, with different types of adjustments including reduction in salt, sugar or fat, increase in fibre.
These enhancement efforts are driven by our holistic nutrition and ingredient process and the steps below, which are rooted in science, informed by expert guidance and tailored to consumer and category expectations. Keeping the consumer at the center of everything we make, any changes to our products are made gradually and thoughtfully to ensure we continue to deliver joyful snacking experiences for consumers.
4. Offering Our Consumers Choices
We are guided by the evolving trends and consumer expectations and, as a leader in snacking, are always learning more about what people want and need from their snacks. From morning nourishment and exercise fuel to afternoon pick-me-ups and small moments of joyful delight, consumers seek snacks that fit their specific needs. We are continuing to diversify our portfolio with foods designed for these different snacking moments. For example, in the UK, we launched a light version of Cadbury Brunch bar, with great taste and 38% less sugar than standard Cadbury Brunch Oats bars.
5. Marketing Responsibly
We recognize the need to provide accurate and appropriate information that helps consumers make informed dietary decisions. Our public reinforces that our marketing and labeling not only complies with all regulations and standards, but also helps our consumers snack right. We have a strong global Marketing to Children Policy that applies to every market where we do business. We do not advertise our products in any media where 30% or more of the total viewing audience is under the age of 13.
As a founding member of the EU Pledge, we work with others across the industry in Europe to support responsible marketing since 2007. The EU Pledge programme is endorsed and supported by the .
* The Mindful Portion Snacks metric (% of net revenue) includes all products that are either individually wrapped mindful portion packs (鈮� 200 calories) or have a mindful portion labeling per stock keeping unit (SKU). This includes any products with verified product specifications within biscuits and baked snacks, chocolate, and candy categories. The metric does not include HALLS products, semi-finished products not sold to consumers, bulk products for wholesale, beverages, meals, gums, seasonal or festive products, licensing/royalty revenue, private-label products, and products with small printable areas
