Mondelez International announced a series of new goals, among which stand out plans to increase investment in advertising and allocate a -much higher- percentage of its media budget to the digital scope. Mark Clouse, Chief Growth Officer, said that plans to increase advertising and consumer support will account for 10% of the revenue by 2018, a point above the second quarter of this year and two more than in 2014.Another goal they announced is to generate in the next five years half of their revenue from snacks perceived as healthier, up from a third currently. “Consumers want ingredients that they recognize and if it’s on our ingredient line, a consumer should be able to find it in their kitchen” said Clouse.In the next five years, Mondelez plans to focus 70% of their new product development on areas related with well-being, while reducing levels of saturated fat and sodium and increasing whole grains, removing artificial colors and flavors on many brands. However, the cookies and chocolate manufacturer is not going to abandon “indulgent areas”. “We’re not turning everything into health food. Actually, there’s a proper place for treats in a balanced diet.”
