Kraft Foods is changing the corporate name for its snack business to Mondelez International. Yes that’s "Mondelez" (pronounced mohn-dah-LEEZ').
Of course, it is a dreadful name that no one will remember. Even the company’s press release had to spell the name phonetically for correct pronunciation.
The company needed a new name for its snack business, as it spins off snacks from its grocery business. The North American grocery company will become Kraft Foods Group, Inc., retaining the Kraft brand for its corporate identity and as the brand for many of its consumer products.
The spin doctors at Kraft say "Mondelez" is a portmanteau created to evoke the idea of "delicious world." "Monde" derives from the Latin word for "world," and "delez" is a fanciful expression of "delicious." In addition, they like that "International" captures the global nature of the business—crafty.
"The Kraft brand is a perfect fit for the North American grocery business and gives it a wonderful platform on which to build an exciting future," said Chairman and CEO Irene Rosenfeld. "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose – to 'make today delicious.' Mondelez perfectly captures the idea of a 'delicious world' and will serve as a solid foundation for the strong relationships we want to create with our consumers, customers, employees and shareholders."
Mary Beth West, Executive Vice President and Chief Marketing Officer is quoted in a company statement, "I'm thrilled with the name Mondelez International. It's interesting, unique and captures a big idea – just the way the snacks we make can take small moments in our lives and turn them into something bigger, brighter and more joyful."
The company asked its employees to chime in on possible new names, which they called a “co-creation process.” They received more than 1,700 names for consideration. They say “Mondelez International” was inspired by separate suggestions from two employees, one in Europe and another in North America. The company also conducted 28 focus groups, but did not divulge whether they had hired a naming company or outside creative consultant to generate name options and recommendations.
Thankfully, most consumers will still keep their brand connection with “Mondelez” and “Kraft Food” at the product name level—with their loyalty to Cadbury, Maxwell House, Nabisco, Oreo, Oscar Mayer, Tang, Trident, etc. Meaning that we won’t need to use a phonetic cheat cheat-sheet when shopping at our local Safeway (pronounced SAFE-way).