Mondelez shares new approach to pilot testing with startups, retailers

By Alicia Kelso, Contributing Writer

How are smartphones and new technologies like Bluetooth beacons going to change the way we snack?

Mondelez International, the $34 billion owner of brands like Chips Ahoy, Trident, and Sour Patch Kids, has been nibbling away at that question since 2012, when it kicked off a program called Mobile Futures. That initiative paired Mondelez brand managers with startups to cultivate mobile marketing concepts and new partnerships. (Before it spun out in 2012, Mondelez International was part of Kraft Foods.)

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