Mondelez shares new approach to pilot testing with startups, retailers
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.)
The company announced its fourth iteration of the program, now called Shopper Futures, on Aug. 31st. Mondelez solicited startups from across the United States and Canada to join the program, and eventually whittled the list down from several hundred to eight. Those eight startups are now working with Mondelez brand marketers and retail partners to bring in-market pilots to fruition within ninety days.... continued ...