Mondelēz International Introduces Véa

Mondelēz International announces plans for ”a year of well-being innovation” in 2017, including the launch of a new premium well-being power brand, Véa.

Featuring bold regional flavors, such as Thai Coconut or Peruvian Sweet Potato, Véa crunch bars, world crisps and seed crackers recipes are on-trend in every way: no artificial ingredients, colors or flavors, no trans fats, Non-GMO Project Verified.

“Véa truly underscores the best of our growth capabilities, including breakthrough product and packaging innovation, real-time data analytics, comprehensive distribution across multiple growth channels and fearless digital marketing,” Tim Cofer, chief growth officer Mondelēz International, said.

Véa will be available in the U.S. and Canada as of July 2017, with other global markets following over time.
Cofer also provided an update on the company’s strategies to accelerate revenue growth. The company is updating its core portfolio with a sharper focus and resource distortion to drive growth where it matters most.

“Our strategy to distort investment behind our Power Brands — which represent nearly 70% of our global revenues — is paying off. In 2016, these brands grew organic net revenue at twice the rate of the company overall and continue to outpace category growth,” Cofer said.

Véa biscuits will be available in the U.S. and Canada in July with a full launch across grocery, club stores, convenience stores and eCommerce channels. Other global markets will follow over time.