The company’s new wholesome savory biscuit brand caters to the on-the-go, well-being-focused, millennial consumer.
EAST HANOVER, N.J. – This week, Mondelēz International announced a new step in its well-being journey and a key part of its growth strategy: the launch of a new wholesome savory biscuit brand, Véa. Designed to drive growth in the savory cracker segment, the company says that Véa is a key pillar of its goal to be the global leader in well-being snacks.
“Well-being is a significant growth opportunity for us, both in developed and emerging markets,” said Tim Cofer, chief growth officer, at Mondelēz. “In fact, 2017 will be our biggest year ever in the well-being space with unprecedented innovation and renovation of our portfolio.”
With a name symbolizing the brand’s purpose of “savoring the journey,” Mondelēz developed Véa for the on-the-go, well-being-focused, millennial consumer—open to discovery, adventure and authenticity. Véa biscuits are baked with authentic ingredients and visible herbs and spices to deliver layers of complex tastes in new products that include crunch bars, world crisps and seed crackers.
Mondelēz says the new recipes are on-trend with no artificial ingredients, colors or flavors, no trans fats, and are non-GMO Project Verified. And thanks to its work with chefs around the world, Véa biscuits feature regional flavors from Thai Coconut and Tuscan Herbs, to Peruvian Sweet Potato and Greek Hummus.
“I’m really excited about this launch,” Cofer said. “We created Véa from scratch with a truly global perspective and it underscores the best of what we’re doing across a wide range of growth capabilities, including breakthrough innovation and fearless digital marketing.”
Véa biscuits became available in the U.S. and Canada in July, with a full launch across grocery, club stores, convenience stores and e-commerce channels. Other global markets will follow over time.
Learn more about Véa and the company’s growth strategy.