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Kraft Malaysia rebrands to Mondelēz

Kraft has announced the change of name to Mondelēz Malaysia Sales, effective 1 July 2013, following the split of Kraft Foods in October 2012.

Mondelēz Malaysia owns brands such as Oreo, Tiger, Jacob’s, Chipsmore, Cadbury Dairy Milk, Choclairs and Twisties.

Sunil Sethi, managing director, Mondelēz Malaysia, told A+M, “For Malaysia, as this is a legal entity name change, there is no change to company officers, assets, or business activities. Additionally, company registration number, place of incorporation and offices addresses are unchanged. Therefore, all benefits, reporting lines and others remain the same.”

Sethi added, although all markets in Asia Pacific belong to the Mondelēz International family of companies as of October 2012, implementing the legal name change in each market would take time, hence the name is only revealed today.

This also allowed the company ample time to properly plan all the details to make this a smooth transition and minimise cost. By the end of 2013, all of Asia Pacific would have transitioned across its business activities to the Mondelēz International identity.

Mondelēz International holds number one or two market share positions in Asia Pacific across several categories, including biscuits and chocolate, with an array of iconic brands such as Oreo biscuits, Cadbury Dairy Milk chocolates, Stride gum, Halls candy, and Tiger Biskuat biscuits.

Asia Pacific currently accounts for 15% of Mondelēz International’s USD$35B business, with about three-quarters of its annual revenue generated in the fast-growing biscuits, chocolate and gum and candy categories.

In the first quarter of 2013, Asia Pacific delivered strong emerging markets performance where revenue was up double digits in the first quarter while net revenues increased 3.6%.

Pradeep Pant (pictured), executive vice president and president, Asia Pacific and Eastern Europe, Middle East and Africa, Mondelēz International, said, “This change celebrates the creation of a global snacks powerhouse since it enables us to further strengthen our position as a leader in this market by aligning the operating model, organisational culture, structures and resources to drive efficiency and fuel growth.”

Mondelez Malaysia is currently the leader in the chocolate and biscuits categories.

Mondelez KL

Above: Management team of Mondelez Malaysia.

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