Mondelēz continues growth, well-being journey with launch of Véa

27 Jul 2017

Mondelēz International has announced what it describes as an exciting step in its well-being journey and a key part of its growth strategy: the launch of a new savoury biscuit brand, Véa.

Mondelēz International has announced what it describes as an exciting step in its well-being journey and a key part of its growth strategy: the launch of a new savoury biscuit brand, Véa. Designed to drive growth in the savoury cracker segment, Véa is said to be a key pillar of the company’s goal to be the global leader in well-being snacks.

“Well-being is a significant growth opportunity for us, both in developed and emerging markets,” said Tim Cofer, Chief Growth Officer. “In fact, 2017 will be our biggest year ever in the well-being space with unprecedented innovation and renovation of our portfolio.”

With a name said to symbolise the brand’s purpose of “savouring the journey,” Mondelēz says it developed Véa for the on-the-go, well-being-focused millennial consumers – open to discovery, adventure and authenticity.

The company says that Véa biscuits are baked with authentic ingredients and visible herbs and spices to deliver layers of complex tastes – all delivered in innovative forms, such as crunch bars, world crisps and seed crackers.

The recipes are, Mondelēz believes, on-trend in every way: no artificial ingredients, colours or flavours, no trans fats and non-GMO Project Verified. And, the company says, thanks to its work with chefs around the world, Véa biscuits feature bold regional flavours, from Thai Coconut and Tuscan Herbs to Peruvian Sweet Potato and Greek Hummus. Even the packaging design is meant to stand out with contemporary stand-up pouches, Mondelēz notes.

“I’m really excited about this launch,” said Cofer. “We created Véa from scratch with a truly global perspective and it truly underscores the best of what we’re doing across a wide range of growth capabilities, including breakthrough innovation and fearless digital marketing.”

Véa biscuits will be available in the U.S. and Canada in July with a full launch across grocery, club stores, convenience stores and eCommerce channels. Other global markets will follow over time.