Modern Marketing

Mondelez attributes 6.5% revenue lift to “power brands” Cadbury Dairy Milk, Oreo and BelVita

By Natalie Mortimer | N/A

Mondelez International

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profits article

February 13, 2014 | 3 min read

Snacks giant Mondelez International has reported a 6.5 per cent growth in revenue driven by double-digit rises from its ‘power brands’ Cadbury Dairy Milk, Oreo and BelVita biscuits in 2013.

'Power brand' belVita helped lift revenues

The results - the company's first full-year results since separating from Krafts Foods, showed revenue across Europe for 2013 increased 1.8 per cent, bolstered by single to double-digit volume growth from its chocolate and biscuit products.

Irene Rosenfeld, chairman and CEO of Mondelez, said the company delivered “solid revenue growth” in 2013, but that the business is “disappointed” its performance in developing markets was lower than expected.

'Power brand' belVita helped lift revenues

She added: "We're committed to improving results in 2014 and beyond. Specifically, we expect to grow organic revenue at or above our category growth rate, which we estimate at approximately 4 percent in 2014.

“In addition, we remain focused on increasing efficiency and aggressively reducing costs in both our supply chain and overheads to deliver strong margin gains throughout the year.”

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Last year Mondelez outlined its ambitions to focus on putting 'real-time marketing' at the heart of its brand marketing strategy to drive sales, with heavy focus on mobile development.

It has restructured itself to take advantage of real-time content marketing, having had various branded content successes with across its portfolio including Oreo and Cadbury’s Crème eggs, the latter of which saw it generate an ROI on its Facebook advertising that was high enough to rival its TV ads.

Mondelez’s VP of media and consumer engagement Bonin Bough told The Drum it is eyeing the creation of single customer views across its brand portfolio, as it continues to focus on data and mobile to boost competitive edge.

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