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Mondelez launches Vea well-being snacks.

EAST HANOVER, N.J. -- Mondelez International Inc. continues to build one of the best snacking companies in the world, with 2016 net revenues around $26 billion.

Creating more moments of joy in approximately 165 countries, Mondelez is a world leader in biscuits, chocolate, gum, candy and powdered beverages. The company offers global power brands such as Oreo and belVita biscuits, Cadbury Dairy Milk and Milka chocolate, and Trident gum.

In a recent survey, 81% of surveyed Millennials (18 to 34 years old) stated that they enjoy exploring new cultures through food. With this information in mind, the company has launched Vea, an all-new snack portfolio that delivers real ingredients in unique combinations crafted from globally inspired recipes.

Combining such ingredients as sweet potato, butternut squash and quinoa and serving them up in global recipes, Vea provides a wholesome snack for those interested in discovering something new, according to the company. In addition, the entire Vea portfolio contains no artificial colors or flavors and is Non-GMO Project Verified.

"As part of our goal to be the global leader in well-being snacks, this new premium brand is our biggest well-being innovation this year, designed to drive incremental growth in the savory biscuit segment, " said Mondelez vice president of marketing Jason Levine. "From product inception to recipe development, each step of the Vea journey has been driven by the needs of 'food explorers,' those seeking new experiences in all aspects of their life, including adventures in food.

"With Vea, we stepped outside of our traditional in novation model and have introduced an entirely new snack option that has authenticity, speed and a global mindset. "

Vea is available in three formats and six varieties:

* Vea Seed Crackers are said to be delicious for snacking, especially with artisan cheese or preserves. They are available in Greek Hummus with Olive Oil flavor with such ingredients as chickpeas and sunflower seeds, and Mexican Garden Herbs variety with such ingredients as sunflower seeds, black beans and herbs.

* Vea World Crisps are said to be crispy, munchable and perfect for sharing. They are available in Tuscan Herbs with Roasted Garlic flavor with such ingredients as pearl barley, and in the Andean Quinoa and Spices variety with such ingredients as quinoa sourced from the Andes and cayenne pepper.

* Vea Mini Crunch Bars offer a unique texture and satisfying crunch. They are available in Thai Coconut flavor with such ingredients as coconut and sweet potato, and the Peruvian Sweet Potato variety with such ingredients as sweet potatoes sourced from Peru and brown rice.

"With a strong focus on authenticity and unique, real ingredients, Vea is fully embracing its roots by working with like-minded partners to create its 'Find Your Way to Real' campaign aimed at reaching the well-being-focused Millennial," said Levine. "The Vea brand team embraced Mondelez's fearless marketing mantra to employ unconventional approaches, ask bold questions and come up with innovative solutions."

The Vea portfolio can be found in the crackers aisle at major supermarkets, drug stores and selected natural retailers nationwide, as well as online at major retailers.

Mondelez International

200 DeForestAve. East Hanover, N.J. 07936

Key contact:

Jennifer Bryant, Vice President of U.S. Sales, Drug Channel


Phone: (973) 503-2000

Primary business: CONSUMABLES

Snacks and confections

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Publication:Chain Drug Review
Date:Aug 21, 2017
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