Mondelez to focus on healthier products over next five years

US-based confectionery company Mondelez is planning to focus on healthier products over the next fiv…

US-based confectionery company Mondelez is planning to focus on healthier products over the next five years to address well-being, one of the global consumer trends.

The company said that consumer trends shape global behaviour, so help create additional growth opportunities.

Mondelez executive vice-president and chief growth officer Mark Clouse said: "We intend to become the global leader in well-being snacks, with 50% of our portfolio in the well-being space by 2020, up from more than a third of total revenue today.

"Our goal is to simplify and enhance the ingredient and nutritional profile of our base business while also focusing on breakthrough innovation to address consumers' well-being needs."

Clouse added that the company expects to focus 70% of its new product development efforts on well-being platforms over the next five years.

Meanwhile, Mondelez will also focus on E-commerce in a bid to address the intersection between time compression and technology in snacks.

The company is currently optimising existing e-commerce platforms by converting every consumer connection into a purchase opportunity, Mondelez stated.

In addition, it develops the next-generation portfolio in order to take advantage of the incremental growth opportunities.

Clouse added: "We estimate that e-commerce could become one of the fastest-growing platforms within our company, increasing from less than $100m in revenue today to as much as $1bn by 2020."

Mondelez will also broaden its portfolio to respond to shifts in income distribution. With this move, the company is expecting to maximise its category reach and drive incremental consumers to its brands and categories.

Employing around 107,000 people across the world, Mondelez produces cookies, crackers, chocolates, gums, and candies, comprising brands like Oreo, Chips Ahoy!, Toblerone, Cadbury Dairy Milk, Trident, Dentyne, Chiclets, Halls, and Cadbury Dairy Milk Eclairs, amongst others.

In August, William Ackman's Pershing Square Capital Management revealed a 7.5% stake in Mondelez for an estimated $5.5bn.