With Its New Va Brand, Mondelez Makes a Big Millennial Bet
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The line is aimed at millennials for whom “food is an adventure,” said Jason Levine, VP of North America biscuit marketing at Mondelz.
Mondelz said it brought the brand to market quickly, within about 18 months from concept to launch, using research to hit the right notes, including partnering with Google to get consumer feedback. For now, Va is only available in the U.S. and Canada, with plans to expand into other countries over time.
In March 2016, Mondelz introduced another well-being snack brand, Good Thins, a savory line touted for using real ingredients and no artificial flavors or colors. Good Thins reached about $90 million in retail sales in its first year. And there are less-guilty versions of established company brands, including Oreo Thins and Ritz Crisp & Thins, which are marketed as being lower in fat than potato chips.
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