Recent Posts
Reckitt: Protecting, Healing & Nurturing Through Purpose-Led Growth
Estée Lauder: Using Innovation and Classic Beauty
follow us
Mondelēz International: Developing Snacking's Future
Anywhere you go in the world, you’ll probably see a Ritz cracker box, an Oreo pack, or a purple Cadbury chocolate grinning back at you. That’s Mondelēz International, the company that makes the most popular snacks in the world. The corporation, headquartered in Chicago, employs around 90,000 people, operates in more than 150 countries, and reported net revenues of $36.4 billion in 2024.
With more than 147 production sites spread over 46 nations, Mondelēz’s worldwide presence is matched only by the emotional bond its brands foster. Every product, including Oreo, Toblerone, Milka, LU cookies, Cadbury Dairy Milk, and Clif Bar, represents the company’s mission to “empower people to snack right.”
Building a Brand That Describes Everyday Joy
At the heart of Mondelēz’s identity lies an unwavering commitment to marketing that connects emotionally and culturally. Under the leadership of Martin Renaud, Chief Marketing Officer, the company has championed campaigns that go beyond product promotion — they tell stories.
Mondelēz creates cultural resonance across its domestic and international companies through consumer-centric narratives and purpose-driven messaging. Whether Cadbury showcases acts of kindness or Oreo celebrates fun, every campaign emphasizes the brand’s importance in people’s lives.
The business increased its emphasis on “local-first execution” in 2024. In several emerging areas, double-digit participation was achieved by empowering regional teams to develop campaigns aligned with local cultural quirks. In a growing, fragmented media landscape, the company maintains brand loyalty by striking a balance between domestic innovation and international consistency.
The Power of Innovation
The core of Mondelēz’s transformation is innovation. The company’s SnackFutures venture hub explores everything from plant-based ingredients to sustainable packaging, driving innovative product development and investing in mindful snacking entrepreneurs.
This innovation mindset is evident in launches like zero-sugar Oreos in China, Cadbury Dairy Milk & MORE in the UK, and reduced-sugar candies under The Natural Confectionery Company in Australia. Each reflects a deep understanding of evolving consumer preferences — indulgence with purpose.
Beyond products, Mondelēz is redefining how it innovates. By using rapid testing, digital feedback loops, and AI-driven consumer insights, the company can now prototype and scale new ideas faster than ever before.
Digital DNA: Technology as a Growth Engine
Mondelēz’s evolution is powered by technology and data intelligence. Filippo Catalano, Chief Information & Digital Officer, and Chris Hesse, Chief Technology Officer, are leading a sweeping digital transformation that enhances operations from supply chain to marketing analytics.
The company’s digital retail network is growing rapidly, with increasing partnerships & collaborations with e-retailers and direct-to-consumer platforms. AI and machine learning tools enable more intelligent demand forecasting and personalization, while global data integration enables agile decision-making.
The brand’s IT backbone integrates cloud technology and automation to boost productivity and drive operational excellence, enabling the company to serve millions of consumers more efficiently.
A Purpose-Led Growth Culture
Under CEO Dirk Van de Put, Mondelēz has evolved from a global snacking company to a purpose-led organization. Its strategic priorities — accelerate consumer-centric growth, drive operational excellence, build a winning culture, and scale sustainable snacking — shape every business decision.
The company’s “Snacking Made Right” platform integrates sustainability into brand storytelling. By sourcing cocoa responsibly, reducing plastic waste, and committing to Net Zero goals by 2050, Mondelēz ensures that growth and responsibility go hand in hand.
Branding That Connects Purpose with Profit
Mondelēz’s success proves that great marketing is not just about selling snacks — it’s about selling emotions. By combining iconic branding, data-led personalization, and human-centric storytelling, the company has built a snacking empire that’s both loved and trusted.
As Mondelēz looks to the future, it continues to transform how the world snacks — with innovation that excites, sustainability that inspires, and a digital edge that keeps it ahead. From every bite of chocolate to every crunch of a biscuit, Mondelēz isn’t just creating snacks; it’s creating moments that matter.
Comments
Keith Nicks is EVP and Chief Digital & Commercial Officer for Ahold Delhaize USA, overseeing
omnichannel marketing, retail media, and e-commerce for U.S. brands. Tim Bork is the Chief Commercial
Officer for Ahold Delhaize Europe & Indonesia, focusing on local brands and responsible for growth,
including marketing and customer experience.
With nearly €96 billion in projected 2025 revenue, Ahold Delhaize ranks among the top 10 global
retailers, operating over 6,700 stores across multiple formats, including Albert Heijn, Delhaize, Food Lion,
Giant, Hannaford, and Stop & Shop.
6,700 stores powered by one procurement platform – a scale that makes others jealous.
For customers, Ahold isn’t just a grocery retailer; it’s a trusted lifestyle partner that combines the
intimacy of local shopping with the innovation and value of global retail leadership.
Ahold’s brands, such as Albert Heijn, Stop & Shop, and Giant, represent 37 years of average customer
relationships—customers don’t just shop there; they grow up with these brands, creating emotional
connections that transcend transactions.
After gaining thirty million loyalty members, Ahold demonstrated that personalization consistently
outperforms promotion.
BrandSensitize™ research shows that Ahold Delhaize operates with a decentralized marketing and brand
building approach, where marketing functions are embedded within:
- Brand-specific leadership (each local brand has its own marketing teams.
- Regional commercial officers who oversee marketing alongside broader commercial
responsibilities. - Digital and omnichannel specialists who handle modern marketing channels.
Ahold Delhaize’s Brand Building Initiatives:
Sustainability campaign: €50M investment reached 10M consumers, delivering a 20% boost in
sustainable product sales and generating €400M in revenue.
Digital Marketing: €150M digital budget achieved 25% higher engagement, 2.6% click-through rates (vs
1.9% industry standard), and built 500K+ social media following.
Loyalty Program: 30M members across brands with 85% customer penetration, driving 75% of total sales
and contributing €1B annually—10% better retention than competitors.
Strategic Brand Partnerships: 100+ collaborative campaigns with CPG brands, including Coca-Cola,
generated €600M in additional revenue through joint promotions.
Omnichannel Investment: A $1 billion price investment initiative, combined with AI-powered
personalization, aims to achieve an 80% loyalty sales penetration by 2028.
Strategic marketing drives measurable business results—from sustainability messaging to digital-first
loyalty programs, Ahold Delhaize demonstrates that well-executed brand-building campaigns deliver
both customer engagement and bottom-line growth on a global scale.
Ahold Delhaize’s Strategic Technology Partnerships:
- W23 Global VC Fund: $125M investment with Tesco, Woolworths & others backing AI startups
like Harmonya & Protex AI - Zycus Partnership: Source-to-Pay suite powering procurement across 6,700+ stores globally
- Hanshow Technology: Electronic shelf labels + innovation labs across all European locations.
- Inmar Intelligence: $141M in customer savings delivered through personalized digital coupons.
- DoorDash Collaboration: Tripled order volumes through enhanced last-mile delivery integration.
- Internal AI Innovation: MaxiGPT, LionGPT & Albot assistants deployed across the Serbian,
Belgian, and Czech markets. - New Tech Studio: AD/01 in Bucharest targeting 250+ tech talents for digital acceleration.
Zycus has licensed its comprehensive Source-to-Pay suite to Ahold Delhaize, including eSourcing,
Contract Lifecycle Management (CLM), and Supplier Management platforms.
TCS’s relationship with Ahold Delhaize marks a mature, strategic partnership focused on digital
transformation and supply chain technology.
Wipro partnered with Capgemini as one of the most significant retail transformation initiatives in the
world at Ahold USA.
Capgemini powers Ahold Delhaize’s end-to-end transformation, developing blockchain technology use
cases for Ahold Delhaize’s supply chain and leveraging its expertise in business transformation, as well as
its understanding of Ahold’s industry and operations.
Traditional retailers, equipped with AI and Robotics, will surpass pure digital players by 2030.
The key is to position Ahold not as just another retail success story, but as the company that has
rewritten the rules of digital transformation for every traditional business watching.
Leave a Reply