Mondelez backs cross-brand tie-ups

Mondelez, which owns Cadbury, has pledged to increase the number of cross-brand partnerships it launches in 2013 as the snack business looks to leverage loyalty for its key brands amid tough economic conditions. 


The snack company – the former confectionery arm of Kraft, says the move stems from a “mental shift” to wanting to sell its brands in multiple categories rather than continuing to focus on specific categories where they are already strong.

It will look to introduce  new products to market that use combinations of its 15 core brands. These already account for 60 per cent of its revenue and are responsible for 100  per cent of its sales growth. 

Last month, the business combined its Cadbury Dairy Milk and Oreo brands to create a new chocolate bar. The company says brands like Cadbury and Oreo are worth over $1bn each and that by combining their “brand equities” into new products Mondelez can always be top of mind for consumers in the snacking category. 

A Cadbury variant of Philadelphia soft cheese was launched earlier this year by the former Kraft company, in its first move to bring brands together in innovative ways.

Chrystel Barranger, vice president of snacking and marketing services, says the innovation push is about offering a “complete menu of solutions to consumers and not just about getting people to eat loads of snacks.

She adds: “People want a healthy lifestyle and we’re taking this very seriously. We’re using using all our marketing channels from the packaging to in store promotions to educate our consumers on balanced snacking.      

“Consumers are waiting for new solutions and invention when it comes to snacking and we can use the combined power of our brands to deliver that. The next step is to amplify this message and understand how we can communicate these brands better and through the right mediums. It’s not just about leveraging traditional advertising with snacking but also trying to connect with people where they are looking for new snacking solutions; be it outdoor or online.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here