Brand News
29 September 2022
Mondelēz wants to support startup snack brands
The SnackFutures CoLab program is seeking "disruptively delicious" brands for its spring 2023 cohort.
Inside the Mondelēz CoLab program. (Courtesy photo)
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The maker of Oreo, Ritz and Trident will offer support to emerging snack brands through a four-month program in 2023.
Mondelēz International recently opened applications for CoLab, a startup engagement program that provides funding, education and mentorship to startup brands. The company said it created the program to bring “big and small” together in the interest of promoting growth for all.
SnackFutures, which is the innovation and venture hub of Chicago-based Mondelēz, is set to hold the third cohort of the CoLab program in spring 2023. Applications are open through December 2022.
This year’s theme for the CoLab program is “disruptively delicious.”
“The team is looking for brands that are pushing the boundaries of what’s possible in making a snack delicious – from flavors, to experience, to sustainability to packaging - as well as grabbing the attention of retailers and getting consumers coming back for more,” Mondelēz writes.
The program shows how CPG companies are applying the accelerator model popularized by software startups to create points of convergence with up-and-coming brands that often start by selling and marketing through digital channels.
Emerging brands that are selected receive a $20,000 grant. The 12-week program offers in-person workshops, hands-on experiences, virtual curriculum sessions and 1-on-1 mentorship. Participants also get access to Mondelēz International experts and partners. Mondelēz oversees a portfolio of brands including Oreo, Ritz, Philadelphia Cream Cheese and Trident.
“To be launching a third class of CoLab demonstrates Mondelēz International’s commitment to thinking and behaving as a consumer-centric, future forward leader in snacking,” said Brigette Wolf, VP and Global Head of SnackFutures, in a statement. “The startups that participate in this program tell us they are blown away by the access and attention they get from our experts and ecosystem; and our leaders and employees are inspired by the drive and discipline of these entrepreneurs.”
Startups must be based in the U.S., generating at least $1 million in revenue and have “high growth potential,” the company said. The startups must also align with the Mondelēz International innovation priorities and be in position to benefit from working with the company.
Find an application at the SnackFutures website.From Your Site Articles
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Marketing
09 June
'There's a lot of ways to frame value'
Campbell Soup Company CEO Mark Clouse offered thoughts on messaging amid inflationary shifts in consumer behavior.
Photo by Kelly Common on Unsplash
After months of elevated inflation and interest rate hikes that have the potential to cool demand, consumers are showing more signs of shifting behavior.
It’s showing up in retail sales data, but there’s also evidence in the observations of the brands responsible for grocery store staples.
The latest example came this week from Campbell Soup Company. CEO Mark Clouse told analysts that the consumer continues to be “resilient” despite continued price increases on food, but found that “consumers are beginning to feel that pressure” as time goes on.
This shows up in the categories they are buying. Overall, Clouse said Campbell sees a shift toward shelf-stable items, and away from more expensive prepared foods.
There is also change in when they make purchases. People are buying more at the beginning of the month. That’s because they are stretching paychecks as long as possible.
These shifts change how the company is communicating with consumers.
Clouse said the changes in behavior are an opportunity to “focus on value within our messaging without necessarily having to chase pricing all the way down.”
“No question that it's important that we protect affordability and that we make that relevant in the categories that we're in," Clouse said. "But I also think there's a lot of ways to frame value in different ways, right?”
A meal cooked with condensed soup may be cheaper than picking up a frozen item or ordering out. Consumers just need a reminder. Even within Campbell’s own portfolio, the company can elevate brands that have more value now, even if they may not always get the limelight.
The open question is whether the shift in behavior will begin to show up in the results of the companies that have raised prices. Campbell’s overall net sales grew 5% for the quarter ended April 30, while gross profit margins held steady around 30%. But the category-level results were more uneven. U.S. soup sales declined 11%, though the company said that was owed to comparisons with the quarter when supply chains reopened a year ago and expressed confidence that the category is seeing a longer-term resurgence as more people cook at home following the pandemic. Snacks, which includes Goldfish and Pepperidge Farm, were up 12% And while net sales increased overall, the amount of products people are buying is declining. Volumes were down 7%.
These are trends happening across the grocery store. Campbell is continuing to compete. It is leading with iconic brands, and a host of different ways to consume them. It is following that up with innovation that makes the products stand out. Then, it is driving home messaging that shows consumers how to fit the products into their lives, and even their tightening spending plans.
Campbell Soup is more than 150 years old, and has seen plenty of difficult economic environments. It is also a different business today, and will continue to evolve. At the end of the day, continued execution is what’s required.
“If it's good food, people are going to buy it, especially if it's a great value,” Clouse said.
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