Deerfield / IL. (mdlz) Mondelez International announced the launch of the SnackFutures Innovation Hub in Germany. SnackFutures aims to develop innovative snacking solutions and business models that are outside the company’s core business. After a successful launch in the USA and Australia last year, SnackFutures will now be rolled out in Europe in Germany. The idea of SnackFutures is in line with the corporate purpose of Mondelēz to help international consumers to snack properly. This means offering the right snack, at the right time, produced in the right way. The focus areas of SnackFutures are Well-being (snacks and ingredients for well-being), Premium (high-quality snacks and ingredients) and digital platforms and capabilities. Mondelēz is aiming for SnackFutures to contribute $100 million to global sales growth by 2022.
«A key element of our growth strategy is to delight our consumers with innovative, sustainable snacking solutions,» said Fridolin Frost, Managing Director for Germany and Austria of Mondelēz International. «SnackFutures is an important, complementary component of this strategy and also has a very positive impact on our corporate culture. By working with partners and innovative start-ups, new impulses for more agile thinking and behaviour are created». SnackFutures focuses on three strategic core areas:
- Development of innovative companies and brands in new categories and markets
- Incubation or repositioning of existing small brands
- Minority shareholdings in start-up companies
First examples are the newly created brand CAPAO (products made from the cocoa fruit – https://capaofruit.com) in the USA and the minority participation in Start-up Uplift (a manufacturer of prebiotic food – https://upliftfood.com). Both products serve the growing consumer demand for balanced snacking products. «Collaboration with strong partners is a fundamental part of our work at SnackFutures. The synergies and bundled competencies created in this way enable us to develop new, innovative snacking solutions that together open up new growth areas for us,» says Kai Thornagel, Manager Digital Sales + E-Commerce, who heads the SnackFutures Hub in Germany.