Snack Lovers Prepare: Kraft Is Becoming Mondelez

Hosted by

Kraft Foods, Incorporated sells $31 billion worth of snack foods around the world. After testing with focus groups in 28 languages, the maker of macaroni and cheese, Oreo cookies and Ritz crackers, Kraft has adopted a new name. When Bell Atlantic merged with GTE, brand-namers combined the Latin word "veritas" with the English "horizon" to come up with the now-familiar "Verizon." "Mondelez" is also a composite, invented to evoke the idea that Kraft Foods products are part of a "delicious world."




Warren Olney