Mondelez to introduce new Véa brand this year


BOCA RATON, Fla. — Mondelēz International is looking to launch a new “power brand,” aimed at driving incremental growth, the company announced Tuesday at the Consumer Analyst Group of New York Conference.


“Well-being is a significant growth opportunity for us, both in developed and emerging markets,” Mondelēz International chief growth officer Tim Cofe said. “In fact, 2017 will be our biggest year ever in the well-being space with unprecedented innovation and renovation of our portfolio.”


Mondelēz is planning to launch well-being brand Véa crunch bars, world crisps and seed crackers by July in the United States and Canada, adding it to the group of “power brands” that make up nearly 70% of the company’s global revenues. 


The line of Non-GMO Project verified Véa products will include such regional flavors as Thai Coconut, Tuscan Herbs, Greek Hummus and Peruvian Sweet Potato, and they contain no artificial ingredients, colors or flavors, as well as no trans fats. 


"Véa truly underscores the best of our growth capabilities, including breakthrough product and packaging innovation, real-time data analytics, comprehensive distribution across multiple growth channels and fearless digital marketing," Cofer said. "We're receiving tremendous response from our major retail partners across North America, and we're confident Véa will be a big success." 


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