With Its New Véa Brand, Mondelez Makes a Big Millennial Bet

Mondelēz International, known for traditional snacks like Oreo, Ritz and Wheat Thins, has launched a brand to go after millennials’ hunger for healthier options and unique ingredients.


The brand, Véa (pronounced vay-a), is an acknowledgment by the company that while people still want to snack, they want food they feel better about eating.

Consumer tastes and snacking habits have been changing. People say they want healthier products and more are craving snacks on the savory side. A growing number of vegetable chips, jerky and other products are on the market, and non-traditional chip flavors, including cauliflower, avocado with black beans, and coconut, ranked high in recent Nielsen research.

Read more at AdAge: http://adage.com/article/cmo-strategy/v-a-mondel-z-makes-big-millennial-bet/309857/