Mondelēz partners with Post Holdings to give consumers new way to enjoy iconic brands

By Douglas Yu contact

- Last updated on GMT

Mondelēz has teamed with Post's cereals division to produce new variants of its iconic brands. Pic: Mondelēz
Mondelēz has teamed with Post's cereals division to produce new variants of its iconic brands. Pic: Mondelēz

Related tags: Post holdings, Cereal, Nabisco

Mondelēz has teamed up with Post Consumer Brands, Post Holdings’ cereal division, to launch several cereal products using flavors of its long-established cookie and cracker brands, including Honey Maid, Nutter Butter and Chips Ahoy.

The company also brought back the Oreo-inspired cereal that was available exclusively in US Walmart stores 10 years ago.

“These products play into the nostalgia trend… while also allowing consumers to experience a favorite flavor from their past in a new way,”​ said Mondelēz’s spokesperson Kimberly Fontes.

Oreo
Source: Mondelēz

Mondelēz’s former CEO Irene Rosenfeld, succeeded by Dirk Van de Put​ in November last year, had envisioned the company to be a global snacking powerhouse. The company, however, remained blank in the cereal category.

Asked if the partnership with Post Holdings signals a potential foray into a new category, Fontes said: “These are licensed products and not an entry by Mondelēz into the cereal category.

“Here in North America, as well as around the world, we have a long history of partnering with best-in-class companies to create licensed products across our family of brands,”​ she added. “Ice cream is another category where you’ve likely seen co-branding.”

Mondelēz reported several years of revenue decline until Q3 2017​, during which its organic net revenue grew by 2.8%, while its core brands, including Oreo and Cadbury, grew 3.8%.

Fontes said Mondelēz is not trying to “revive”​ the cereal category, “but instead giving consumers a new way to enjoy our iconic brands.”

According to Mintel data, US sales of hot and cold cereals have declined 9% since 2012 to an estimated $10.5bn in 2017.

Related topics: Prepared Foods, Manufacturers

1 comment

Wow.

Posted by Derek,

Is this a joke?

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