Snack Lovers Prepare: Kraft Is Becoming Mondelez

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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."

Credits

Guests:
David Welch - Bloomberg BusinessWeek, Sasha Strauss - Innovation Protocol / USC - @SashaStrauss

Host:
Warren Olney

Producers:
Frances Anderton, Andrea Brody, Katie Cooper