Company: Mondelēz International
Introduced: February 2017
Suggested Retail Price: $3.99 (6-oz. bag) and $1.69 (1.7-oz. snack-sized bag)
Product Snapshot: Mondelēz announced a 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, Véa is a key pillar of our 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. “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 – all delivered in innovative forms, such as crunch bars, world crisps and seed crackers.
The recipes are on-trend in every way: no artificial ingredients, colors or flavors, no trans fats and non-GMO Project Verified. Véa biscuits feature bold regional flavors, from Thai Coconut and Tuscan Herbs to Peruvian Sweet Potato and Greek Hummus. Even the packaging design is meant to stand ou,t with contemporary stand-up pouches.
“I’m really excited about this launch,” Cofer said. “We created Véa from scratch with a truly global perspective and it truly underscores the best of what we’re doing across a wide range of growth capabilities, including breakthrough innovation and fearless digital marketing.”
Véa biscuits will be available in the U.S. and Canada in July with a full launch across grocery, club stores, convenience stores and eCommerce channels. Other global markets will follow over time.