Mondelez's Véa: a big new brand with a startup heart

This event report outlines how Mondelez International, the food manufacturer, worked with a startup to create a new snack brand.

In February 2017, Mondelez International unveiled its biggest new product offering since separating from Kraft Foods in 2012.

Véa (pronounced "vay-uh") finds its name in the Latin-language word for going on a journey and Mondelez expects its latest offering to have a truly global appeal: With initial support on digital channels, the long-term objective involves a roll out covering numerous overseas markets. The savoury biscuit brand will be made available as crunch bars, crisps, and crackers in July across the United States and Canada.

Véa, Mondelez expects, will to tap the surging interest in health and wellness among millennials...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands