Mondelēz's acquisition of Chipita Global to accelerate growth in snacking category

04 Jan 2022 --- Mondelēz International has completed the acquisition of Chipita Global, a company demonstrating high growth potential in the central and eastern European croissants and baked snacks category.

The acquisition will enhance the company’s offering in the global packaged baked snacks category, worth US$65 billion. A formal integration process will take effect over the next six months.

“Chipita’s iconic brands and significant scale across so many attractive geographies make them a strong strategic complement to our existing portfolio and future growth ambitions in Europe and beyond,” says Dirk van de Put, chairman and CEO of Mondelēz International. 

Blending of core brands
The acquisition combines iconic Mondelēz brands such as Cadbury and Milka with Chipita croissant and baked snack brands including 7Days.Mondelēz will introduce its brands to new countries in the region. 

Mondelēz’s innovation and venture hub, SnackFutures launched CoLab in 2021, a start-up engagement program for early-stage, snack brands with a well-being positioning. The program is designed to drive mutual growth between entrepreneurs and Mondelēz International. 

Mondelēz will introduce its brands to new countries in the region. 

Established in Greece more than 40 years ago, Chipita caters to roughly two billion consumers in more than 50 countries. 

Mondelēz International will tap into Chipita’s central and eastern European distribution network capabilities to enhance its own distribution in the region. The company will also introduce its brands to new countries in the area. 

Mondelēz reports that it acquired Grenade, a performance nutrition company in the UK; Gourmet Food Holdings, an Australian food company in the premium biscuit and cracker category; and Hu, a well-being snacking company in the US, in 2021.

Edited by Inga de Jong