Baking & Snack - July 2019 - 14

Pepperidge looks to 'unleash
the growth' in Goldfish

Consumer insights reframe
snacking for Mondelez
Deerfield, IL-based Mondelez International's updated consumer
research methodology is driving innovation throughout the food
producer's portfolio. Dirk Van de Put, chairman and CEO, outlined how new learnings are affecting the company's approach
to innovation.
The core of the consumer research is a "snacking database" from
interviews with approximately 170,000 consumers. The database
allows product developers to evaluate how consumers snack
across different occasions and emotional or functional needs.
"There's a number of discoveries," he said during a recent presentation. "First of all, it makes a hell of a difference for [consumers] around the world if they're alone or they're in a group.
It makes a hell of a difference what time of the day it is. And the
third big factor is how they feel. So, some of the learnings we have
is that the same consumer might eat very healthy in the morning
but very indulgent at night depending on how they're feeling."
The research also has reframed how the company views its
competition. With regard to the Oreo brand, Mr. Van de Put said
it is not another biscuit brand that the company is competing with
in the after-school snack occasion.
"The competition is gummy bears here in the US," he said.
"That would not have been immediately our thinking. It helps us
fine-tune our communications, it helps us understand our innovations and it helps us understand what our competition is."
The fruits of these efforts may be seen in the results for
Mondelez's Oreo and Cadbury brands, which are now growing at
or close to double-digit rates. Mr. Van de Put said he believes such
momentum is sustainable.
"We found a way to better understand how to position the
brands toward (the) consumer at the right moment and then accompany that with good communication," he said. "On top of
that, I think we've discovered that we can adapt the local range or
the local flavors much better than we've done in the past."
In China, for example, the company has introduced Oreos featuring wasabi and spicy chicken flavors.
- Keith Nunes, Food Business News
14 Baking & Snack July 2019 / www.bakingandsnack.com

One of the goals at Campbell Soup Co., Camden, NJ, is to continue the momentum in its Pepperidge Farm business. To achieve
that objective, the company plans to "unleash the growth" in its
Goldfish brand in four ways, said Carlos Abrams-Rivera, senior
vice-president and president of Campbell Snacks.
Mr. Abrams-Rivera said Pepperidge will renovate its core,
bring new packaging formats to stores, uncover new ways to inspire children to play with Goldfish and extend into areas outside
the core demographic. As Pepperidge looks to renovate the core
Goldfish brand, Mr. Abrams-Rivera stressed that the company is
attacking its mission from a place of strength.
"We know we have a baked cracker that has whole grains and
real cheese, and we have now switched our colors to be made from
plants," he said. "But we also believe there's even more opportunity
as we go forward, inspired by our single mission, the idea of actually bringing real vegetable solutions into our Goldfish platform.
This is something that is part of our bringing new capabilities into
Campbell Snacks."
- Eric Schroeder, Milling & Baking News

DowDuPont merging two
business units
DuPont Nutrition & Health and Industrial
Biosciences, both business units within the
DowDuPont Specialty Products Division,
will combine into a $6.2 billion business
division called Nutrition & Biosciences,
DowDuPont, Midland, MI. Nutrition &
Biosciences will be active globally in specialty food ingredients, dietary supplements,
Heinzel
pharmaceutical excipients, household and personal care, animal
nutrition, and biotechnology fields.
Matthias Heinzel, who was president of Nutrition & Health,
will become president of Nutrition & Biosciences, which will be
based in Copenhagen and have more than 10,000 employees,
70 manufacturing sites and 25 innovation centers. Combined,
Nutrition & Health and Industrial Biosciences had $6.2 billion in
revenue in 2018.
Nutrition & Biosciences will serve customers through three
market-driven platforms: food and beverage, health and bioscience, and pharma solutions. The new business division will benefit from complementary expertise and skills in the areas of food
enzyme production, human and animal microbiome science, bioprocess engineering, and research and development, according
to DowDuPont.
- Jeff Gelski, Milling & Baking News

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Baking & Snack - July 2019

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