MONDELEZ INTERNATIONAL
was not where we want it to be .
“ Chinese people and Asians in general do not like to bite into hard stuff in the morning . They eat buns , breads , porridge , something which is easy to bite and digest . Giving them a hard snack such as BelVita wasn ’ t going to work ,” he says .
“ Another product was Oreo . Although it is quite popular in the US , when we took this to China or elsewhere in Asia , like India , we ’ ve had to either reduce sugar content or increase it . The twist , lick and dunk ritual is also an American concept that required being accustomed to at first .”
“ To them , you just eat the biscuit . To make it more exciting , we introduced different flavors that used different ingredients . Take for example , Oreo Green Tea Ice Cream and Oreo Strawberry .”
“ With the health food segment in China growing substantially in the recent years , we introduced Oreo Thins as a snack with lesser calories . This is an innovation coming out of China . Because it ’ s thinner , psychologically people think that it ’ s an
“ With the health food segment in China growing in recent years , we introduced Oreo Thins as a snack with lesser calories . This is an innovation coming out of China ”
Henson Sy , Director of Information Technology
acceptable indulgence , and rightfully so because of the lower calories . So , we ’ ve now exported that thinking to the rest of the world ,” he adds . With a number of renowned , powerful brands , Mondelēz is also looking to remain competitive by catering to the growing trend of gifting and the personalisation of its snack products .
“ It used to be that if you bought a bar of Cadbury , it would be the