Paul hill talks to industry Andy Dixon, wholesale controller at Mondelez International, hearing how the food and drink giant is helping the wholesale industry
How has Mondelēz International helped wholesalers grow sales in the past 12 months?
We have a dedicated team of key account managers and business development executives who provide category advice and recommendations, visiting depots to advise on display and retailer education.
An example has been our collaboration with Parfetts to uncover the optimal layout in their depots. We are also working with several of our distributive customers to develop e-commerce and foodservice offerings.
What is the greatest challenge the wholesale industry faces?
There are many new products seeking to capitalise on the latest trends. It’s important for wholesalers to focus on leading brands and the bestsellers to keep driving sales – and it’s equally important that wholesalers help their retailer customers do that as well.
What trends and opportunities are emerging that customers can take advantage of?
We are working hard to cater for changing consumer needs. We have seen an increased focus on balance and well-being, as consumers look for products that taste great but also deliver against a desire to live a healthier lifestyle. The growth of premium products is another great opportunity.
What challenges has Mondelez had to overcome in the past year?
Mondelez prides itself on its investment in understanding shoppers. This has helped us cater for the changing tastes of maturing consumers, with the launch of Cadbury Darkmilk, as well as launching effective and impactful launches and campaigns for millennials, for example the launch of the Cadbury Dairy Milk Inventor campaign, inviting shoppers to design their own chocolate bar.
What is Mondelez’s greatest achievement in the past year?
The past 12 months has seen Mondelez launch several successful new products we
are very proud of. Boost+ Protein, a range that we’re growing with the launch of the new Boost+ Protein Peanut variant, is a great example.
Consumers want choice when it comes to managing their diet. One key investment is our 30% less sugar Cadbury Dairy Milk.
Cadbury Dairy Milk Freddo Treasures has only 76 calories, further demonstrating our commitment to increasing well-being.
Mondelez is also proud of how we have landed some of our launches into wholesale, and our ongoing support for the channel was recognised in Mondelez winning RN magazine’s Salesforce of the Year award in December.
What would you like to see happen in wholesale in the next 12 months?
We’d like to see stand-out displays that will help retailers think about snacking opportunities to help inspire your retail customers.
There needs to be a focus on the importance of category advice and this needs to filter down from wholesale to their retailer customers.
What advice would you give wholesalers looking to grow sales in the beer and cider category?
Display a core range including singles, duos, tablets, bags and gifting, and allocate space according to sales.
Wholesalers also need to offer a variety of PMP and non-PMP, and ensure NPD and promotional products are stocked in advance of media coverage.
Fast fact
10: Cadbury bars are sold each second*
*According to Nielsen
