Milling & Baking News - October 27, 2015 - 35

Mondelez global brand strategy
brings belVita biscuits to China
SHANGHAI, CHINA - Less than a
month ago, Mondelez International
launched Oreos in Russia. Now, the
snack foods giant is continuing the
international expansion of its "power
brands" with the roll out
of belVita breakfast biscuits
in China. Mondelez International already is the No.
1 biscuit maker in China
with brands such as Oreo,
Chips Ahoy! and TUC.
belVita has been one of
Mondelez's most successful innovation platforms.
The company launched
the belVita brand in 2010
and has expanded throughout Europe, Brazil, North America and Australia. Today, belVita is available in 54
countries and in 2014 generated more
than $600 million in revenues, according to Mondelez.
"Consumers in both developed and
emerging markets are increasingly
interested in health and nutrition for
themselves and for their families,"
said Mark Clouse, executive vice-president and chief growth officer. "We're
tapping into this trend and are determined to become the global leader in
well-being snacks. Our goal is to have
50% of our portfolio in the well-being

space by 2020, up from more than a
third of total revenue today."
Stephen Maher, president of Mondelez China, said a key reason why the
company is bringing belVita to China
is to make the biscuit category relevant to people
who have health and wellness in mind.
"As more Chinese are
shifting to modern breakfast options, we believe
belVita breakfast biscuits
offer a compelling benefit
- nutrition, taste and convenience, delivering vitality throughout the morning," Mr. Maher said.
All belVita biscuit products contain at least 50% whole grain cereals,
contain a minimum of 55% of energy
from available carbohydrates, are a
significant source of micronutrients
and have at least 3 grams of fiber per
100-gram serving.
belVita breakfast biscuits are available in three flavors in China: milk and
cereal, nuts and honey, and mixed berry.
Headquartered in Shanghai, Mondelez China has more than 6,600 employees and operates seven manufacturing plants in Beijing, Suzhou, Shanghai, Guangzhou and Jiangmen. MBN

DuPont selects Singapore for
Southeast Asian headquarters
SINGAPORE - A new innovation
and business headquarters in Singapore is in the works for DuPont. The
118,400-square-foot facility will open
in 2016 and house nearly 200 scientists, engineers and business leaders.
The facility will be tailored to meet the
needs of the ASEAN (Southeast Asian)
marketplace, DuPont said.
"DuPont's powerful innovation
pipeline is driven by our unique combination of science and engineering,
strong execution and global reach," said
Douglas Muzyka, senior vice-president
and chief science and technology officer. "The DuPont Singapore ASEAN
headquarters will bring us closer than
ever to our ASEAN customers so that
together we can more quickly develop
and deliver innovative solutions for the
region and the world."
ASEAN is considered an increasingly important economic region for
bakingbusiness.com / world-grain.com

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International

DuPont. With more than 620 million
people, and with a rapidly rising middle class, the region is home to a rapidly expanding knowledge base.
"Singapore is an ideal location for
the DuPont ASEAN headquarters
because of its close proximity to our
ASEAN customers, the region's diverse talent pool, and policies that
stimulate collaboration and innovation," said Hsing Ho, group managing
director for DuPont ASEAN.
DuPont has a presence in eight ASEAN countries and has operated in Singapore since 1973. With the establishment
of the new ASEAN business and R.&D.
headquarters, DuPont's total workforce
presence in Singapore will grow significantly. The facility is expected to expand
to over 300 employees by 2020. It will be
part of DuPont's global network of 13 innovation centers and 150 research and
development centers worldwide. MBN

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Milling & Baking News XOctober 27, 2015 / 35

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Milling & Baking News - October 27, 2015

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