DEERFIELD, Ill. -- Further bolstering already strong better-for-you snacking trends, Mondelez announced the first step in its "well-being journey"—and a key part of its growth strategy—with a bold new snack line. The company's new wholesome, savory biscuit brand, Vea, should help drive growth in the savory cracker segment and solidify the global food manufacturer as a leader in "well-being" snacks.
"Vea truly underscores the best of our growth capabilities, including breakthrough product and packaging innovation, real-time data analytics, comprehensive distribution across multiple growth channels and fearless digital marketing," said Time Cofer, chief growth officer for Deerfield, Ill.-based Mondelez. "We're receiving tremendous response from our major retail partners across North America, and we're confident Vea will be a big success."
The name Vea symbolizes the brand's message of "savoring the journey," for customers who are "open to discovery, adventure and authenticity." The products in the line, including Crunch Bars, World Crisps and Seed Crackers, are baked with visible herbs and spices to deliver complex flavors. They will be available in the United States in July with a full launch across all channels, including convenience.
"Well-being is a significant growth opportunity for us, both in developed and emerging markets," Cofer said. "In fact, 2017 will be our biggest year ever in the well-being space with unprecedented innovation and renovation of our portfolio."
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