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Kraft announces new name for global snacks business

After splitting the company into two parts last year, Kraft has announced the new global snacks business’ corporate name will be Mondelez International.

The company announced in August 2011 that it would be splitting into two companies to further growth in different sectors of the food market.

The new name, pronounced “mohn-dah-leez,” was created by the company to “evoke the idea of ‘delicious world’” for the high-growth global snacks business.

The high margin North American grocery business will retain the Kraft name to ensure brand association and dependency for consumers.

Kraft’s well-known brands include Oreo, Trident, Maxwell House and Cadbury, and according to chairman and chief executive Irene Rosenfield, the new name symbolises new beginnings for the always-growing snack food arm of the company.

“For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the global nature of this business and build on our higher purpose – to ‘make today delicious,’” she said.

The company invited employees from around the world to suggest names for the new global snacks company last year and more than 1 700 possible names were submitted by over 1000 employees.

The new name Mondelez International was inspired by suggestions from two employees, one located in Europe and the other in North America.

The name is awaiting shareholder approval, and if passed, will become the official new name before the snack food company launches by the end of this year.

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