MONDELEZ INTERNATIONAL

same anywhere . Nowadays , if you tried a Cadbury ’ s bar in Australia , versus one in India and Malaysia , Malaysia ’ s version is much sweeter whereas in India it is milkier . It ’ s almost personalised to the market . We ’ re undergoing mass customisation ,” explains Sy .

“ Technology grows from mass customisation to mass personalisation . If I want give you a bar of chocolate for your birthday , for example , I would like the ability , as a consumer , to personalise this for you .

“ Being a healthier choice is another consideration for us . We ’ re cutting down on sugar , as most markets are introducing sugar taxes .”

Such decisions will create further appeal for consumers to engage in purchasing snacks long-term , yet the company will continue to face challenges , ironically as a result of digital innovation . Evolving consumer buying behaviours and the rise in online shopping will continue to impact the company , as Sy acknowledges that snacks are something of an impulse purchase for many .

“ This is where our challenge is in Asia . A lot more consumers are going online , so we are working hard to be part of that basket size . We have set ourselves up for a $ 1bn target by 2020 in ecommerce ,” he adds .

Manufacturing capabilities The establishment of nine technical centres at Mondelez will consequently work to ensure the company remains ahead of the competition . Its most

106 May 2018