Warc, 15 February 2013
NEW YORK: Mondelez, the snack foods giant, said its
"power brands" grew twice as fast, at 8%, as the company overall
during 2012.
Speaking to analysts, CEO Irene Rosenfeld identified the
firm's biscuit power brands, including Oreo, belVita and Barney, as
particularly good performers, increasing 12%.
BelVita, a breakfast biscuit, led the way, growing more than
50% and generating over $400m in revenue, as it was launched into new markets
such as North America and Australia.
Barney, aimed at children, increased more than 20% and
generated almost $200m during the year as it expanded across eastern and
western Europe.
Chocolate power brands grew 10% led by Cadbury Dairy Milk
and Lacta, both of which registered growth in the low-to -mid teens. Milka also
posted strong growth in high single digits.
Power brand growth at 6% also slightly exceeded the 5%
average in the beverages and cheese and grocery categories.
The gum and candy division, however, saw disappointing
results as sales slipped 2%. Rosenfeld said this was largely due to a fall in
gum sales, and attributed roughly 60% of the issue to category declines with
about 40% due to share losses.
Power brands were also instrumental in driving growth in
developing markets, which saw sales rise 12% over the year. Biscuits once again
led the way, expanding at more than 20%, with the category seeing double-digit
growth in China and Russia, helped by the strength of the Oreo brand.
Overall sales in China jumped 25% during 2012, with the
company achieving revenues from this market of more than $1bn for the first
time.
For the coming year, Rosenfeld said the company remained
"laser-focused on driving our power brands".
Data sourced from Sharing Alpha; additional content by Warc
staff
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