Mar-22-2012

Kraft Foods to rename snacks company Mondelez

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Northfield, Illinois-based Kraft described Mondelez, which is pronounced 'mohn-dah-LEEZ,' as coined from 'Monde' the Latin word for world, and 'delez', which is a fanciful expression of delicious. Kraft said the North American grocery company will become Kraft Foods Group Inc., retaining the Kraft brand for its corporate identity. Chairman and Chief Executive Irene Rosenfeld said, "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose - to 'make today delicious.'" [1] The food company explained that monde is derived from the Latin word for world, and delez is a "fanciful expression" of delicious. Kraft announced last year it would split its global snacks and North American grocery businesses into separate companies by the end of 2012. The company on Wednesday said its North American grocery company will become Kraft Foods Group Inc. to retain the Kraft brand. "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose -- to 'make today delicious,'" said Chairman and Chief Executive Irene Rosenfeld. [2]

"The Kraft brand is a perfect fit for the North American grocery business and gives it a wonderful platform on which to build an exciting future," said chairman and CEO Irene Rosenfeld. "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose--to 'make today delicious.' Mondelez perfectly captures the idea of a 'delicious world' and will serve as a solid foundation for the strong relationships we want to create with our consumers, customers, employees and shareholders." Mary Beth West, executive vice president and chief marketing officer, said, "It's quite a job for a single word to capture everything about what we want the new global snacks company to stand for. [3] "Mondelēz perfectly captures the idea of a 'delicious world' and will serve as a solid foundation for the strong relationships we want to create with our consumers, cutsomers, employees and shareholders." "It's quite a job for a single word to capture everything about what we want the new global snacks company to stand for," commented Kraft CMO Mary Beth West to the BBC. While 'Mondelēz' is new, under its umbrella will be a number of iconic brands including Oreo, Ritz and Trident. Other brands including Planters, Oscar Mayer and Maxwell House will remain part of a domestic (North America) grocery business that will continue to use the name Kraft, as Kraft Foods Group Inc., and house brands including Jell-O, Velveeta, Oscar Mayer, and Kraft Macaroni and Cheese. [4]

Kraft Foods is dividing to create two public companies before the end of 2012. One is called "a high-growth global snacks business and a high-margin North American grocery business." The North American grocery company will become Kraft Foods Group, Inc., retaining the Kraft brand for its corporate identity and as the brand for many of its consumer products. The company noted that the global snacks company will require a new name when it launches later this year. [5] The North American grocery business will carry the name Kraft Foods Group, selling products such as Maxwell House coffee and Oscar Mayer meats. Its larger global snacks business will take the Mondelez International name to sell Trident gum and Cadbury chocolates in fast-growing countries worldwide. [6] Some names are put out to pasture, only to make a comeback later. Nissan Motor Co. announced plans this week to resurrect its Datsun brand, which it phased out nearly 30 years ago. Kraft last August said it would split into two companies: the $31 billion global snacks business, which will house world-wide brands like Oreo cookies, Cadbury chocolates and Trident gum, and the $17 billion North American grocery business, which gets to keep the Kraft Foods name and include supermarket staples such as Kraft cheese, Maxwell House coffee and Oscar Mayer deli meats. [7]

U.S. giant Kraft Foods, owner of UK chocolate maker Cadbury, has decided to name its new global snacks business Mondelez. Cadbury will be part of the newly-named firm, with estimated revenues of $32bn (£19.6bn), as well as other brands such as Trident gum and Oreo biscuits. It had previously announced plans to split into two independent companies. The other company, focusing on its North American food business, will retain the Kraft name. [8]

The change is part of Kraft’s plan to divide into a North American grocery business that will retain the Kraft name, and a global snacks business under the new name. Mary Beth West, executive vice president and CMO says: "It's quite a job for a single word to capture everything about what we want the new global snacks company to stand for. Mondelez is interesting, unique and captures a big idea - just the way the snacks we make can take small moments in our lives and turn them into something bigger, brighter and more joyful." [9] The North American grocery business will retain the Kraft name as the Kraft Foods Group, Inc., while the global snacks business will be named for a newly coined word pronounced mohn-dah-LEEZ, that evokes the idea of "delicious world." [10] Bloomberg News Kraft last August said it would split into two companies: the $31 billion global snacks business and the $17 billion North American grocery business, which gets to keep the Kraft Foods name. [7]

"The Kraft brand is a perfect fit for the North American grocery business and gives it a wonderful platform on which to build an exciting future," said chairman and CEO Irene Rosenfeld. "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose - to "make today delicious'." [11] The winner was inspired by separate suggestions from two employees, one in North America and one in Europe. "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose -- to 'make today delicious,'" said Irene Rosenfeld, Kraft's CEO and chairman, in a reference to Kraft Foods' tagline. [4] More than 1,000 employees around the world submitted potential names for the company, which will manufacture Oreos and Cadbury chocolates. "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose - to 'make today delicious,' " Kraft Chairman and Chief Executive Irene Rosenfeld said, according to the Guardian. [12] Kraft said in a statement that the new name -- pronounced "mohn-dah-LEEZ" -- comes from a combination of the words "monde," derived from the Latin for "world," and "deliz," short for "delicious." "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose -- to 'make today delicious,'" Kraft CEO Irene Rosenfeld said. [13] "Delicious world." "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose - to 'make today delicious.' Mondelez perfectly captures the idea of a 'delicious world' and will serve as a solid foundation for the strong relationships we want to create with our consumers, customers, employees and shareholders." "It's quite a job for a single word to capture everything about what we want the new global snacks company to stand for. [14] After announcing in August that the company would be splitting in two by the end of 2012, Kraft Foods Inc. ( NYSE:KFT ) said Wednesday that its new global snacks company will be called Mondelez International Inc. after hearing suggestions from over 1,000 employees. The name finds its roots in the word 'monde', which means 'world' in French, and the Latin word 'delez', or delicious, as Kraft hopes Modelez will evoke the idea of a delicious world. [15] The global snacks side, meanwhile, plans to take on a new name: Mondelez International Inc. According to the company's official press release, Kraft Foods reached out to its employees for help in coming up with the new name. [16]

Think what you will of Mondelēz International, the new name that Kraft Foods ( KFT ) will slap on its global snacks business after the company splits this year, at least it's not "Tfark." That was one of the 1,700 names suggested by more than 1,000 Kraft employees during the five-month process of soliciting ideas. [17] Is it pronounced mon-dah-lay? Mon- dah-lezz? Oh, it's mohn-dah-LEEZ. That, according to corporate naming expert Nina Beckhardt, is the first problem with Mondelez, the name Kraft Foods Inc. opnbrktKFTclsbrkt plans to give its global snacks business after spinning off its U.S. grocery unit this year. The second problem: What does it mean? The name is a combination of the word "monde," derived from the Latin for "world," and "delez," an expression for delicious. [18] Kraft Foods Inc., purveyor of such storied brands as Ritz crackers, Oreo cookies and its eponymous macaroni and cheese, is betting on a more obscure formulation for the name of the global snacks business it plans to spin off later this year. [7] Kraft Foods Inc.' s global snack business will get a new name after it splits from Kraft's grocery unit later this year. [12]

Kraft has reserved the stock symbol "MDLZ" for the global snacks company, while the stock symbol for the North American grocery business will be announced at a later date. Kraft had asked its employees to suggest names for the snacks company, and more than 1,000 employees participated by submitting more than 1,700 names. [1] Kraft's North American grocery business, with revenue of $18 billion, is keeping brands including Kraft Singles, Kraft Macaroni & Cheese and Planters. That company will retain the Kraft Foods name, but not necessarily the current "KFT" stock ticker. The company also confirmed Wednesday that its North American grocery business will remain in Northfield, at Kraft's headquarters on Three Lakes Drive. The company will consolidate employees from Glenview, its beverages division in Tarrytown, N.Y., and its Planters business in East Hanover N.Y. [19] The name was spawned from two suggestions out of more than 1,700 submitted by employees in the fall. Kraft also plans to split off into an $18-billion North American grocery business that will maintain brands such as Planters, Oscar Mayer and Maxwell House and retain the Kraft Foods name. [20]

Northfield-based Kraft is the second largest company, with annual revenues of $49 billion. Its brands include Oreo cookies, Trident gum, Maxwell House coffee, and Kraft cheeses. Kraft has steadily built up its snacks business over the years, helped in part by the acquisitions of LU biscuit from Danone and Cadbury PLC. The food maker said in August that Mondelez would include the current Kraft Foods Europe and developing markets units and the North American snacks and confectionery businesses. [21] When Kraft Foods splits into two businesses later this year, the snacks company will be named Mondelez International, Inc., while the North American grocery business will become Kraft Foods Group, Inc. [22] NORTHFIELD, Ill. (CBS) When Kraft spins off its snack food division, the new headquarters will be in the suburbs and not Chicago, according to a published report. Real estate sources told Crain’s Chicago Business that the Kraft Foods Group had toured several office buildings as possible sites for the new company, Mondelez International Inc. But ultimately, the company rejected them all. Mondelez will instead locate its headquarters in Deerfield, but the company has not decided exactly where, Crain's reported. Kraft Foods Group Inc., which will operate as a North American grocery company, will remain at its current headquarters at Willow and Waukegan roads in Northfield, Crain's reported. [21]

Kraft Foods announced Wednesday that it plans to change the name of its snacks division to "Mondelez International" when it splits into two companies later this year. The second company, comprising Kraft's North American grocery division, will become Kraft Foods Group. [13] Mondelēz, which, even after that etymological breakdown, I keep reading as "Melendez," will simply be the name of the corporate brand, and there are no plans to create any Mondelēz-branded products. The name will be used to refer to the global Kraft " house of snack brands," which includes Cadbury, Oreo, and Trident. (Similar to how Procter & Gamble serves as the "house of brands" for Tide, Crest, and Charmin.) Kraft's North American grocery division will continue to use the well-known Kraft Foods name (rebranded as " Kraft Foods Group, Inc.") after Kraft splits into two publicly traded companies later this year. [23] In August of last year, Kraft Foods Inc. announced that it will be splitting into two separate entities - a global confectionary and snacks business (representing brands like Oreo, Nabisco, and Cadbury) and a North American grocery and refrigerated foods business (holding down sandwich staples like Oscar Mayer and, of course, Kraft of Velveeta and Singles fame). [16] March 21 (Reuters) - Kraft Foods Inc said on Wednesday that its international snack business will be called Mondelez International Inc once it is separated from the North American grocery business later this year. [24] Soon, people may have to learn how to pronounce a new name for the maker of Oreos and Cadbury Creme Eggs. It's "mohn-dah-LEEZ." As in Mondelez International, the potential new corporate identity that Kraft Foods has picked for its global snacking business, after the unit is separated from its North American grocery division. [14] It was revealed on Wednesday that Kraft Foods is considering changing the name of its global snack business to Mondelez International (pronounced moun-duh-leez) when it splits into two companies later this year. [25] Pending shareholder approval, Kraft Foods will become Mondelez International. The company, which is splitting into two units (snack foods and grocery), said it chose "Mondelez" to reflect its goal to expand its snack food business globally. according to a MarketWatch report on the name change. [26] The grocery business, which will include macaroni and cheese and the like, will remain Kraft. Kraft Foods Inc. today announced plans to change its corporate name to Mondelez International, Inc. "Mondelez" (pronounced mohn-dah-LEEZ') is a newly coined word that evokes the idea of "delicious world." [27]

The name will be pronounced "moan-duh-leez." Kraft will remain its brand for the grocery business, which will be renamed Kraft Foods Group Inc. The company announced the split in August 2011, with the intention of growing its two distinct businesses separately under different ownership and leadership. Mondelez, which will be the bigger of the two, will own brands such as Oreo cookies, Ritz crackers, and Cadbury chocolates. The company will trade under the stock symbol MDLZ later this year once the spinoff becomes official. [28] The grocery business will be named Kraft Foods Group Inc. Mondelez will be strictly a corporate name on the back of packages of such snack foods as Oreo cookies and Newtons snacks. After the split, the snacks business will market those brands directly to consumers and Mondelez will remain in the background. [29] Corporate name changes tend to have less of an impact, either good or bad, than brand name changes, Beckhardt said. That could be good news for Northfield, Illinois-based Kraft, which plans to use Mondelez strictly on the back of packages of such snack foods as Oreo cookies and Newtons snacks. After the split, the snacks business will market those brands directly to consumers and Mondelez will remain in the background. Kraft's grocery business will retain the Kraft name as it continues selling cheese and other items that have borne founder J.L. Kraft's moniker since he started as a wholesaler in 1903. Nissan Motor Co.' s decision to put its corporate name on Datsun cars sold in the U.S. in 1981 was a disaster, said Jim Hall, principal of 2953 Analytics in Birmingham, Michigan. [30]

The title, pronounced mohn-dah-LEEZ, which it said had been chosen to evoke the idea of "delicious world", will come as a surprise for anyone expecting a more conservative name change. Kraft revealed last year that it planned to split its business between the North American grocery giant, Kraft Food Group and its worldwide snacks empire, including UK based business Cadbury. [11] "Monde" evokes the Latin word for "world" and "delez" conveys "delicious." Kraft plans to make the change when it separates the international snack business from its North American grocery business before the end of the year. It has reserved the ticker symbol MDLZ for the new company, which is expected to have annual revenue of $35 billion. [31] Kraft has reserved the ticker symbol MDLZ for the new company, with expected revenue of $35 billion. As previously announced, the North American grocery business will be named Kraft Foods Group Inc. Both are expected to remain in the Chicago area. [32] The headquarters of Mondelez will be in Deerfield, Illinois, outside Chicago, while the North American grocery business, to be named Kraft Foods Group Inc, will stay in the Chicago suburb of Northfield, location of the current headquarters. [33]

On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. [34] Currently Kraft has a decent dividend yield of 3.03% and its payout ratio is about 58%. Though the low payout ratio implies that Kraft still has the potential to increase its dividends, we do not think it is likely to happen. Kraft's dividends are mainly contributed by its North American grocery business, which will be spun off to the shareholders. According to Kraft, its North American Grocery business will mainly focus on capital efficiency and dividend payout, while its global snacks business will mainly focus on growth. [35] In August 2011, Kraft announced that it plans to be separated into two independent public companies: a rapidly expanding global snacks business, which would also include powdered drinks and coffee, and a North American grocery business, which would be spun off to the shareholders of Kraft. [35]

The world's second largest food company last year had said it would split into two independent public companies - global snacks business and North American grocery business - by 2012-end. [1] Without the global snacks business, the North American grocery business and its dividends will have little growth prospects. [35]

Mondelez was inspired by the suggestions of two Kraft employees. It is intended to evoke the idea of a "delicious world" as "monde" is derived from the Latin word for "world" and "delez" as an expression of "delicious." Kraft announced in August that it would be splitting in two by the end of 2012 so both sides of the business could focus better on their priorities. Its larger global snacks business will take on the new name creation to sell Trident gum and Cadbury chocolates in fast-growing countries worldwide. [36] The name was inspired by the suggestions of two Kraft employees. It is intended to evoke the idea of a "delicious world" as "monde" is derived from the Latin word for "world" and "delez" as an expression of "delicious." The snacks business includes brands such as Oreo cookies, Wheat Thins crackers, Trident chewing gum and Toblerone chocolate. Kraft said its grocery business will remain at its existing Northfield headquarters at the northeast corner of Waukegan and Willow roads. [37] The company says the name (pronounced mohn-dah-LEEZ) was inspired by the suggestions of two Kraft employees. It is intended to evoke the idea of a "delicious world" as "monde" is derived from the Latin word for "world" and "delez" as an expression of "delicious." Kraft said in August they'd be splitting into grocery and snack divisions by the end of 2012, in an effort to focus on each businesses' priorities. [38]

Kraft spokesman Mike Mitchell said executives wanted the new grocery company to hold onto the "tremendous brand equity" associated with the Kraft name. The snack company's "Mondelez" moniker came via a combination of two separate names suggested by employees, he added, with an outside design firm also involved in the branding effort. [13]

The company known as Kraft said that it planned to allot that brand name to the North American grocery business, which will sell products like Kraft cheese, Philadelphia cream cheese and Maxwell House coffee. [14] Today Kraft announced that the North American grocery business will continue to operate under the name Kraft Foods. [16] The North American grocery business, which will keep the Kraft cheese products and names like Oscar Mayer, will have estimated sales of about $16 billion. [39]

Planters nuts, part of a category where Frito-Lay does compete, stays with the Kraft grocery business. PepsiCo, meanwhile, has repeatedly said it has no plans to split its snacks and drink businesses, despite weaker sales of soft drinks and pressure from some investors. It has also reserved the stock symbol "MDLZ," if the name change amendment is approved. [39] The Kraft grocery business, while retaining the name, will not necessarily retain the company's current stock symbol KFT. [28] The company has also reserved the stock symbol "MDLZ" for trading under the new name. The new stock symbol for its grocery business will be revealed at a later date. [36]

Until the new companies launch, however, the name and stock trading symbol for Kraft Foods Inc. will not change. The name change will not in any way affect the validity or transferability of any currently outstanding stock certificates, and the company will not ask shareholders to surrender for exchange any Kraft Foods Inc. certificates presently held by them. [34] Kraft Foods Inc. ( NYSE: KFT ) today announced plans to change its corporate name to Mondelez International, Inc. Does this name sound silly? It does here, but you can decide for yourself at the end with the company's explanation of the name. [5] Mondelez International, inspired by Latin and other languages, will be the new name of Kraft Foods Inc's snack business. The change will occur once the maker of Oreo cookies, Cadbury chocolate and Trident gum is carved off from the rest of the business, which is expected later this year. [33] When Kraft Foods Inc. creates a stand-alone snacks business later this year, Plano-based Frito-Lay Inc. will be up against the "delicious" flavor "of the world." Kraft said Wednesday its new snack business will be called Mondelez International Inc. Pronounced mohn-dah-LEEZ, Mondelez is a newly coined word that the company hopes evokes the idea of a delicious world. [39]

NORTHFIELD, Ill. Kraft Foods Inc. announced Wednesday that its new global snacks company will be named Mondelez International Inc. [36] At the same hearing, Treasury Secretary Timothy Geithner (GYT'-nur) said that the Obama administration will not ask Congress for more money to help debt-laden European countries. NORTHFIELD, Ill. (AP) -- Can you remember this? Kraft Foods says its new global snacks company will be named Mondelez International. [40] NORTHFIELD, Illinois (AP) - Kraft Foods (KFT) announced Wednesday that its new global snacks company will be named Mondelez International. [6]

Kraft Foods Inc. announced Wednesday it has chosen a site in Deerfield for its new global snacks company. The Deerfield headquarters address has yet to be disclosed, but spokesman Mike Mitchell said it made sense for the few hundred employees who will work there because of its proximity to O'Hare International Airport, convenience to employees' homes and suitable infrastructure. [37] Northfield, Ill. -based Kraft Foods Inc. is a global snacks company with a portfolio of biscuits, confectionery, beverages, cheese, grocery products and convenient meals brands in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion; 12 of the brands-- Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident--generate revenue of more than $1 billion annually. [3]

NEW YORK--Kraft Foods Inc. has selected a new name for its global snacks company: Mondelez International Inc. [28] Get ready to start shopping for your Mondelez International Oreos. Mondelez International is what Kraft says it is renaming its global snack business. For all those wondering what that could possibly mean and why in the world that's the name Kraft came up with, Kraft says in a press release it's Latin. [27] Kraft Foods has revealed the new name for its global snacks business will be Mondelēz International. [11] Kraft will name its global snacks business Mondelez when it splits into two organisations later this year. [9]

Clearly, the coinage is meant to be country-/region-neutral. "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose - to 'make today delicious,'" said chairman/CEO Irene Rosenfeld. "It's quite a job for a single word to capture everything about what we want the new global snacks company to stand for," added EVP/CMO Mary Beth West. The name, she said, is "interesting, unique and captures a big idea - just the way the snacks we make can take small moments in our lives and turn them into something bigger, brighter and more joyful." [22] The word means "delicious world." "For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose to 'make today delicious'," said Chief Executive Irene Rosenfeld, according to MarketWatch. [26]

"It's quite a job for a single word to capture everything about what we want the new global snacks company to stand for," Kraft's Chief Marketing Officer Mary Beth West said in a statement announcing the new name. [7] Mondelez International was inspired by two separate suggestions. "It's quite a job for a single word to capture everything we want the new global snacks company to stand for," said Mary Beth West, executive vice president and chief marketing officer for Kraft, in a statement. [10] Mondelez apparently comes from "monde", the French word for world, and the made-up word "delez", intended to evoke the word "delicious". "Its quite a job for a single word to capture everything about what we want the new global snacks company to stand for," said Mary Beth West, Krafts chief marketing officer. [8]

Together, the two words call to mind " Delicious World," the header for Kraft's ongoing improvement and sustainability initiatives. "It's quite a job for a single word to capture everything about what we want the new global snacks company to stand for," said Mary Beth West, Executive Vice President and Chief Marketing Officer. [16]

The spinoff is expected to take place in the fourth quarter. In an interview, Kraft's global chief marketing officer Mary Beth West, said the snack company was looking for a name that underscored the global scope of its business, and paid homage the Kraft's "make today delicious" mantra. "We're trying to create the thought of a house of brands, as opposed to a branded house," she said. [19] "We really want a unifying umbrella under which all of our fabulous iconic global brands can live." Most consumers buy their snacks based on the product name, not the name of the company on the back. Kraft does plan to market the new name, assuming it launches this year. [19]

Last fall, Kraft employees suggested names for the new global snack company. [10] The company invited employees to suggest names for the new global snacks company and more than 1,000 employees participated with over 1,700 names submitted. [5] If shareholders approve the amendment, the company expects the new name to become effective when the global snacks company launches before the end of 2012. [41]

Kraft's board of directors has approved the name for the global snacks business but shareholders will take a vote on it during the annual meeting in May. [7] With about $13.3 billion in annual sales in North America, Frito-Lay, part of PepsiCo Inc., is the nation's largest snack maker, selling Lay's, the world's No. 1 potato chip, Doritos and other salty snacks. Kraft expects its global snacks business to have estimated revenue of $35 billion, selling brands such as Oreo cookies and Ritz Crackers. [39] Pronounced moan-duh-leez, the name is meant to convey "delicious world," using a derivation of the Latin word for world, and the Kraft-employee-coined word "delez," using Romance language roots to signify "delicious." As a standalone company, the $35 billion global snacking company, with brands like Oreo, Ritz, Tang and Trident, will do at least 80 percent of its business outside of North America. [19] Mondalez will be the corporate brand name behind consumer brands including Oreo, Cadbury, Milka, Trident and LU. It was created following a crowdsourcing project that invited employees from around its global businesses to suggest names for the new business. It says that Mondelez was inspired by two separate suggestions - one from Europe and one from North America. [9]

The name is the result of blending the suggestions of one employee in Europe and one in North America. Mondelez International must still have its name approved in May at a meeting of the company's shareholders. [15] "I'm thrilled with the name Mondelez International. It's interesting, unique and captures a big idea - just the way the snacks we make can take small moments in our lives and turn them into something bigger, brighter and more joyful." It's not all set in stone yet: Kraft's Board of Directors are scheduled to officially submit the new name for consideration, as part of the company's Amended and Restated Articles of Incorporation, at the annual shareholders meeting on May 23. [16]

Kraft Foods on Wednesday said it plans to change its name to Mondelez International, a word it coined to mean "delicious world." [42] NORTHFIELD, Ill. -- Kraft Foods will change its corporate name to Mondelez International, Inc. when it divides to create two public companies later this year. [10]

What's in a name? Kraft Foods is about to find out, after announcing today that Mondelēz International is the moniker of the corporate global snack-foods unit that it will spin off by the end of this year, as announced last August. [4]

Adding "International" captures the global aspirations of the business. The non-snacks business, its "high-margin North American grocery business," will be christened Kraft Foods Group Inc. and will retain the existing Kraft headquarters in suburban Chicago. [39] As previously announced, the North American grocery business will be named Kraft Foods Group. [31] Kraft Foods Group Inc., the $18 billion North American grocery company, will remain in Kraft's current Northfield headquarters at Willow and Waukegan roads, Mr. Simley said. [43]

The company has also reserved the stock symbol MDLZ, and the stock symbol for the North American grocery company will be announced at a later date. Kraft last month reported its fourth-quarter earnings rose 54% as higher prices helped boost the packaged-food giant's revenue 6.6%, though increased costs hurt margins. [2]

I have a food factory, I will like to buy the name Kraft and I don't have to spend millions to get people to accept my products and in three years I will make too much money to take over Mondelez. This is a very grevious mistake. It is going to cost the company a fortune. I am going to sell my stocks that I have with them. [26] The Mondelez name will take a back seat to the company's individual snack brands, and likely would not feature prominently in advertisements or on packaging. "The truth is, people buy Cadburys and Oreos," he said in a telephone interview. "They don't buy Kraft snack foods that happened to be named Oreos." [14] When Philip Morris sought to shed years of controversy with a brand change, it dipped into the Latinate well. Its new name, Altria, came from the Latin word "altus," meaning "high." (Philip Morris, coincidentally, is also the former owner of Kraft, spinning the food company out in 2007.) [14] Kraft Foods does not plan to use the name on brands, other than as a corporate identifier on the back of packages. As such, the company does not plan to spend much on spreading awareness. "It will be important, of course, for shareholders, employees and customers to know the company, but we would expect limited costs because it is not a consumer-facing brand name," said company spokesman Mike Mitchell. [31] The name "Mondelez" is reportedly a portmanteau inspired by the two employees' suggestions: monde is simply the French word for "world," while delez is what Kraft Foods itself describes as "a fanciful expression of 'delicious.'" [16]

Inspired by suggestions of two Kraft employees, the name is intended to evoke the idea of a "delicious world" as "monde" is derived from the Latin word for "world" while "delez" as an expression of "delicious." YOKOHAMA, Japan (AP) -- Nissan says its revival of the Datsun nameplate will not include developed markets, like the U.S. After debuting in Japan in 1932, Datsun arrived in American showrooms more than 50 years ago. It was discontinued around the world starting in 1981. [40]

The name, which means "delicious world," will replace the Kraft handle when the company spins off its global snacking division later this year. [20] Kraft is no stranger to identity shifts. Philip Morris changed its name to Altria while it owned Kraft and the two became separate entities in 2007 (or, more accurately, Kraft spun off from its parent). Establishment of the Mondelēz handle still awaits formalities such as shareholder approval at Kraft's annual meeting on May 23. The company -- which also announced layoffs earlier this year -- must be optimistic: It already has reserved the stock symbol MDLZ. [4] Kraft's shareholders will vote on the name at the company's annual general meeting in May, the Guardian reported. If they find it palatable, the new company will trade under the stock symbol "MDLZ," the AP reported. [12]

The company has reserved the stock symbol "MDLZ," and assuming the name is approved, will request that the new snack company's common stock trade under that symbol. [22] The company has also reserved the stock symbol "MDLZ." If the name change amendment is approved, the company intends to request that its common stock trade under this new stock symbol after the spinoff. [3]

The name "Kraft Foods" has been around for decades, but the maker of all sorts of cereals, snacks and other well-known food products says it's time to go in another direction, starting with a name change. [26] Kraft Foods Inc. announced today that it plans to change its corporate name to Mondelēz International, Inc. [23] NORTHFIELD, Ill., March 21, 2012 /PRNewswire/ --Kraft Foods Inc. (NYSE: KFT ) today announced plans to change its corporate name to Mondelez International, Inc. "Mondelez" (pronounced mohn-dah-LEEZ') is a newly coined word that evokes the idea of "delicious world." [44] "I'm thrilled with the name Mondelez International. It's interesting, unique and captures a big idea - just the way the snacks we make can take small moments in our lives and turn them into something bigger, brighter and more joyful." Other companies opting to rebrand themselves have invented words for their purposes. [14]

The Associated Press opnbrktvia USA Todayclsbrkt reports on Kraft's big announcement today of Mondelez International, noting that the name was inspired by two Kraft employees. [38] The Mondelez name was inspired by suggestions from two employees who last fall were among Kraft's thousands of employees asked to suggest names for the new company. [32] Kraft said it asked employees from around the world to suggest names for the new company. [6] Kraft asked employees to suggest names, and more than 1,000 participated, submitting more than 1,700 potential names, the company said. [45]

Mondelez will be the name of only the company, and is unlikely to be applied to any specific brands, said Kraft spokesman Michael Mitchell. That makes it similar to Procter & Gamble Co, whose brands include Tide detergent and Pampers diapers, or Diageo, which has Guinness beer and Johnnie Walker Scotch. [33] "Brands under it, like Oreo, could lend credibility to Mondelez." Kraft's grocery business will retain the Kraft name as it continues selling cheese and other items that have borne founder J.L. Kraft's moniker since he started as a wholesaler in 1903. Nissan Motor Co.' s decision to put its corporate name on Datsun cars sold in the U.S. in 1981 was a disaster, said Jim Hall, principal of 2953 Analytics in Birmingham, Michigan. [45] Kraft's grocery business, which will sell Maxwell House coffee and Kraft Macaroni & Cheese, gets to keep the Kraft name. [12]

"The Kraft brand is a perfect fit for the North American grocery business and gives it a wonderful platform on which to build an exciting future," Chairman and CEO Irene Rosenfeld said in the release. [32] The Northfield-based packaged food giant plans to make the change when it separates the international snack business from its North American grocery business before the end of the year. [32] The new moniker will apply to the company after it splits into two units, one covering the international snack business and the other the North American grocery division." [42]

The one with the Kraft Cheese and other North American grocery products (most of which are sold under the Kraft name) will still be Kraft. [46]

Kraft may be an international company, but Americans are probably going to have problems with the name in many cases when referring to the company. [5]

The company will continue to be called Kraft in the U.S. The international division will be split off into a separate entity. Kraft Foods had 2011 revenue of $54.4 billion from brands such as Cadbury, Maxwell House, Nabisco, Oreo, Tang and Trident. [46] Twelve of the company's iconic brands - Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident - generate revenue of more than $1 billion annually. [34]

The new Kraft grocery company will retain the Kraft cheese and salad dressing brands, as well as others like Maxwell House Coffee, Philadelphia Cream Cheese and Miracle Whip. Its ticker symbol will be revealed at a later date. [13] Mondelez will be tasked with selling Trident gum and Cadbury chocolates in countries around the world, while the Kraft brand will continue to sell Maxwell House and Oscar Mayer meats, among other grocery items. [15]

The Mondelez best sellers include Cadbury chocolates and Trident gum (the world's largest gum brand), a lot sweeter lineup than Frito-Lay's group. A Kraft spokesman said he could not speculate on whether the stand-alone snacks company will push further into Frito-Lay's salty snacks realm. [39] About Kraft Foods Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. [34] The global snack business will be headquartered in Deerfield. Kraft global CMO Mary Beth West said in an interview with the CT that, "We're trying to create the thought of a house of brands, as opposed to a branded house," she said. [25]

If it gets shareholders approval, the name will take effect when the global snacks business launches before year-end. One issue with the name: the "macron" markthe line above the second 'e'can be hard to reproduce. [7]

Wouldn't it be fun to be in the boardroom meetings at big corporations when they're brainstorming names with whatever consultants they've hired to insure a big impact? We'd have been stifling giggles if Kraft had let us in on the process of naming their snack spinoff business Mondelez. [38] Kraft Foods ( KFT ) announced today that it will rename its snacks food business as Mondelez International. [47] The new Kraft Foods business will take in brands including Kraft and Philadelphia cheeses, as well as Capri Sun. [8]

Kraft Foods Inc ( KFT ) is the most popular stock in the Food Products industry among hedge funds tracked by us. At the end of last year, there were 38 hedge funds reported owning Kraft in its 13F portfolios. In total, they had nearly $6 billion invested in this $68 billion market cap stock. [35] Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. [34]

The grocery side will still be Kraft Foods Group, and will handle things like Maxwell House coffee and Oscar Mayer meats. [38]

As for Northfield, 75 percent of the 1,400 employees of Kraft's grocery business live on the North Shore and in the northern suburbs, so staying there was the least disruptive choice, Mitchell said. [37] Kraft said it had also reserved the stock symbol "MDLZ." Mondelez grew out of suggestions from two employees at the company, General Counsel Marc Firestone, based at the headquarters near Chicago, and Johannes Schmidt, a 35-year veteran in its information systems department, based in Vienna, Kraft's Mitchell said. [33] "Mondelez perfectly captures the idea of a "delicious world' and will serve as a solid foundation for the strong relationships we want to create with our consumers, customers, employees, and shareholders," said current Kraft CEO Irene Rosenfeld in a release. Its new logo will contain the word Mondelez in purple, cursive letters, Kraft confirmed. [28] The Mondelez moniker was inspired by input from two employees who last fall were among Kraft's thousands of workers asked to suggest names. [31] The name, Mondelez International was the inspired suggestion of two employees, one in Europe and another in North America. [1] Assuming the name is popular enough with shareholders, who will vote on it in May. Mondelez -- whose name draws from the Latin word for "world" and the made-up word "delez," a shortened form of "delicious" -- will be a $35-billion operation doing 80% of its business outside North America. [20]

Pronounced "Mohn-dah-LEEZ," the new name is a combination of the Latin word for "world" and an expression meant to evoke the word "delicious," Northfield, Illinois-based Kraft said today in a statement. [29] Kraft said on Wednesday that the name, pronounced "mohn-dah-LEEZ," is meant to evoke the idea of "delicious world." [33] Pronounced Mohn-dah-leez, the name has been created to "evoke the idea of "delicious world", according to Kraft. It will come into effect before the end of this year if approved by shareholders. [9]

The new name for the snack food company is a compound word intended to suggest a "delicious world." [21] The new name -- pronounced "Mohn-dah-LEEZ" -- is a Kraft-coined word that, the company explained in a press release, is intended to evoke the idea of "delicious world." [4] The name, pronounced "mohn-dah-leez," is a mashup of terms to convey the idea of a "delicious world," the company said. [31]

Last fall, the company invited employees from around the world to suggest names for the snacks company. 1,000+ employees submitted more than 1,700 names for consideration. [22] The company, which is splitting in two, says it got suggestions from 1,000 employees and the name comes from two separate suggestions by employees in Europe and North America. [27] The name is a combination of suggestions from a European employee and a North American employee. [28] The winner: Mondelez, cobbled together from submissions from a North American employee and a European one. It's a combination of "monde," the Latin word for "world," and "delez," a made-up word meant to suggest "delicious." [14]

The stock symbol for the North American grocery company will be announced at a later date, the company said. [41] The Northfield-based food giant also has ruled out Chicago for its North American grocery company. [43]

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Launched just a year-and-a-half ago at one Chicago market, Skokie-based SkinnyPop will soon be carried in 5,000 grocery stores nationwide at a time when Americans are more focused on eating healthier snacks. This month, Crain's takes a look at which communities are more likely to take to the air when the weather warms up. What are two of the hottest new restaurants for a business lunch? Crain's dining reviewers Alison Neumer Lara and Laura Bianchi name their favorite spots. [32] Even some versions of Kraft's own press release didn't have it. "This makes our marketing people sad," a Kraft spokesman says. A version of this article appeared Mar. 22, 2012, on page B1 in some U.S. editions of The Wall Street Journal, with the headline: What's a Mondelez? A Krafty New Name for Snack Maker. [7] WHY? I understand spinning off your snack division, but Kraft is a name that has power and decades of marketing behind it. Why not just Kraft Snacks? This smells like a "Qwikster" debacle all over again. [48]

Tim Calkins, a professor at Northwestern's Kellogg School of Management who formerly worked in marketing for Kraft, cited Ally Financial as an example of a successful recent rebranding effort. The company changed its name from GMAC Financial Services in 2010, distancing itself from its former association with General Motors and signaling its expanding focus beyond auto loans. Kraft's former parent Philip Morris had its own makeover in 2003, trying to escape the public ire that had built against Big Tobacco by changing its name to Altria Group. [13] A company spokesman says Kraft tested the name with focus groups in 28 languages. He wouldn't provide an exact cost for the name development but said the company expects it to be "a very small part of the overall separation program." [7]

In the case of the Philadelphia brand, at some point in the future neither Kraft not Mondelez will be on the front of the cream cheese packaging. That will be true of any brand using the Kraft name now that Mondelez will own after the split. [29] "The intention is for Mondelez to be a corporate name," Michael Mitchell, a Kraft spokesman, said in a phone interview. "It won't be a consumer-facing name." Mondelez will retain the Kraft name on some products, such as Kraft Philadelphia Cream Cheese, for an undetermined period of time after the split, Mitchell said. [29] All Kraft named products falling under the Mondelez umbrella will continue to use Kraft name for awhile and a new name will be used after that time expires. [26]

After that period of time expires, Mondelez won't take the place of the Kraft name. [29] One thing which happens with the worldwide web and round-the-clock news cycle is that often, the minute a new mark or name hits the public, some entrepreneur is off to the races, trying to lock up the term in the Trademark Office and with the local domain name registrar. No evidence of an "intent to use" trademark application is found for MONDELEZ in the official Trademark Office database; sometimes there is a delay, so presumably Kraft filed simultaneously with their announcement. [48]

Kraft and Abbott Labs announce the names of their spinoffs. CBOE is beefing up its regulatory team amid a probe by the SEC. And new numbers highlight the buyers' market in Chicago. In part one of a Crain's Business of Sports video interview, White Sox Vice President Brooks Boyer addresses the challenges his marketing team faces with lower expectations from fans going into the new season. [32] Why not just call the companies Kraft America and Kraft Worldwide? Same branding, but the names explain the business. [46]

Kraft says it sought name suggestions from employees around the world and received submissions from 1,000 of them, which included SNAX and Tfark, Kraft spelled backward. [7] Kraft said that the moniker came from submissions by more than 1,000 employees around the world, who suggested over 1,700 names. [14] Last fall, Kraft invited staffers around the world to suggest names and received suggestions from more than 1,000 employees. [4]

Kraft has sailed above the fray. Its name is as comforting as its food. [46] How dare these people attempt to change wholesome, correct American Kraft into some kind of foreigner sounding name. [26] Wonder if they'll change the name of Kraft Philadephia Cream Cheese to some more exotic name hmmmm, Kraft Cartagena Cream Cheese? Kraft Grenoble Cream Cheese? Kraft PhilaMexCitPariLonBeijRio Cream Cheese? Ah, that brings in that "world-wide" appeal. [26] The consumer names, from Cadbury to Oreo, will remain intact. Kraft shareholders are scheduled to vote on the name change at their annual meeting in May. The two Mondelēz winners will be recognized for their flashes of insight, Mitchell says, though he's not sure yet what form that recognition will take. Tfark's founder? He or she shall remain unnāmed. [17] The average consumer probably won't even notice the change. While it's expected to go through with no problems, the name change isn't official just yet. Kraft shareholders still have to approve the measure at their annual meeting in May. [23]

Name changes, especially ones to made-up words can generate plenty of derision: Just ask Altria /quotes/zigman/294903 /quotes/nls/mo MO , formerly Philip Morris, or Diageo /quotes/zigman/19433 /quotes/nls/deo DEO , which came out of the merger of Guinness and Grand Metropolitan. The latter likes to translate its name as "every day, every where" while Altria apparently comes from "altrus," the Latin word for high. [42]

The name might suit a company commanding $32 billion in revenue from Beijing to Berlin if the connection was apparent. It's not, Beckhardt said. "The public gets sick of compressed words if they aren't intuitive," said Beckhardt, founder and president of The Naming Group, a New York-based firm that has named shoes for Puma SE and high-end stereos for Sony Corp. "When the pronunciation isn't accessible, it looks bad. It's not intuitive." [45] Then there is Accenture. When Arthur Anderson spun off its consulting business under that name, there was plenty of second-guessing as to why the company would jettison such a venerable and respected brand. That pretty much dissipated when Anderson itself flamed out spectacularly in the wake of the Enron accounting scandal. [42] At first blush, a made-up name like Mondelez is likely to raise a few eyebrows. "The only people that push these faux-Greco names are brand consulting firms, because they get paid loads of money to design them and trademark them," said Mark Ritson, an associate professor of marketing at Melbourne Business School who has consulted for companies like PepsiCo and Johnson & Johnson. In this case, he added, an empty-sounding name may actually be a good thing, since Mondelez will already have a stable of well-known brands when it begins operating independently. Similar to Procter & Gamble, which produces brands like Tide, Crest and Charmin, Mondelez will function as a "house of brands" that is not itself visible to consumers. [13] Doesn't this fly in the face of what you learn in Marketing 101 about managing your brand? If you have a recognized brand name and change it, customers will be confused. Once they can no longer find the brand they've purchased for years, they will try other brands in an attempt to find something with a similar taste. Once they've tasted other brands, some will start buying that brand. I don't think this is a good idea. [26] Ok enough is enough.Don't want to keep an American food line name fine.Move to Central America.I have used this product for 45 years and no more.I am tired of all this Anti-American drivel and I'm not going to take it any more.I can and will be using another brand. [26] The one with the snack foods (which are sold under other brands like Oreos, Cadbury and Trident) is getting the new name. [46]

Kraft estimates its snacks business will have $35 billion in revenue, selling brands such as Oreos and Ritz Crackers. [39] Kraft, the world's second-largest food manufacturer, is splitting up to help the snacks business push products into emerging markets and make additional acquisitions. [29] A spinoff usually attracts many event-driven hedge funds because it will unlock some share value. This explains why there are nearly 40 hedge funds bullish about Kraft. We are also favorable about the split up of Kraft and we think its snacks business has stronger long-term growth potential. One of the potential risks of investing in Kraft is less optimistic expectations of its planned spinoff. [35]

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You will still be buying Kraft Macaroni and Cheese. It's the global snacking business that changing to Mondelez. [26] International derives from the Latin nāscī ("to be born") + the prefix inter - ("between or among") + the adjectival suffix - al ("of the kind of; pertaining to"). It is present in the name to signify the global nature of the business. [23] ""Monde' derives from the Latin word for "world,' and "delez' is a fanciful expression of "delicious.' In addition, international captures the global nature of the business," says Northfield, Ill. -based Kraft in a statement on Wednesday. [28]

Kraft says its new Mondel?z moniker is a linguistic effort to inspire the idea of global confections. [36] I hope that they did not spend money on consultants to arrive at thsi not so brilliant idea. "Branding" sells, and unless they have skeletons in their globals closets, "KRAFT" is already well known. [26]

That has got to be the dumbest idea I have ever heard?? What the heck is wrong with the name Kraft Foods?? It is like changing the name of Kleenex to some crazy name that no one will remember. [26] Most companies can only dream of owning a century of brand equity with the level of trust that comes with the Kraft name. [46] "Mondelez should not exist in the consumer's mind -- that's the point." Even if it's invisible to shoppers, though, Mondelez will still need to ensure that its name conjures positive associations, Calkins said. "Corporate brands are very much brands," he said. [13] "I'm thrilled with the name Mondelez International. It's interesting, unique and captures a big idea." [10] Co ]] founded in 1909 called the J.L. Kraft and Bros. Co. -- has changed the name of its international division to "Mondelez" on the advice of its top lawyer. This is an act of madness. [46]

The article has gaps. Will Mondelez replace the Nabisco name or will it merely be a corporate name? And is it pronounced Mon-dell-ezz or Mon-dee-lay? Does a company really want "delay" in its name? I say this is sillier than when UAL changed its name to Allegis. [20] Once a name is changed or created, there are the additional costs of incorporation filings, renewing and maintaining business filings and trademarks, monitoring trademarks for infringement and creating new company signage and stationery. [7] According to a company press release, the name "Mondelēz" (pronounced "mohn-dah-LEEZ") is meant to evoke the idea of "a delicious world." [23]

The first was Johannes Schmidt, a 35-year company veteran working in information systems in Vienna. The other was Marc Firestone, Kraft's general counsel and someone Mitchell describes as "a real renaissance man," based at the company's headquarters in Northfield, Ill. Both came up with the idea of playing on the notion "delicious world." This is, after all, the part of the company that deals in chocolate, cookies, crackers, gum, and candy. (Putting boxed macaroni or cheese spread under such a label might not be as obvious a fit.) "The higher purpose is to make today delicious," says Mitchell, no trace of irony in his voice. What's more delicious than reaching into the romance languages to evoke visions of eating bonbons by the Seine and caramel-drenched doughnuts on a Mediterranean cruise? Or, for that matter, a couple of Oreos and some Trident gum? That's the idea, anyway. [17] In February 2012, Kraft said that it expects to reach around $800 million in cost synergies at the end of 2012, which exceeds the original target of the company and is one year ahead of the schedule. Kraft also mentioned that it had already generated about $400 million in revenue synergies from the acquisition with Cadbury and was on track to its goal of $1 billion revenue synergies. [35] In the first quarter of 2010, Kraft bought Cadbury for about $18.5 billion of cash and stock. The acquisition is expected to provide large cost synergies for Kraft this year. [35]

Kraft is working with the creative firm Attik on a corporate identity for Mondelez, which will have $32 billion in annual revenue, with 80 percent derived from outside North America. At the end of last year, it generated 44 percent of its revenue from developing markets and 37 percent from Europe. [33] Mondelez International is a mix of suggestions from two employees -- one in Europe and one in North America. [6] The inspiration for Mondelez came from two employees, one in Europe and another in North America. [18]

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Kraft realizes that the pronunciation of Mondelez isn't easily picked up by everyone, said Michael Mitchell, a company spokesman. People will figure it out before too long, he said. "It will take a while to get used to," Mitchell said in a phone interview. [45] Kraft is currently trading at $38.31 per share and the company made $2.29 per share in 2011. Its current P/E ratio is about 16.7, a discount to the industry average of 20.71. [35] Kraft, based in Northfield, Ill., is one of the world's largest food makers. Its shares fell 14 cents to $38.21 in midmorning trading. [6] ConAgra is currently trading at $26.43 per share and it is expected to earn $1.96 per share in 2013. Its P/E ratio for 2013 is about 13.5, similar to the 13.8 for Kraft. ConAgra planned to acquire Ralcorp, but Ralcorp said in August last year that its directors had unanimously rejected ConAgra's proposal to buy Ralcorp for $94 per share as the proposal was not in the best interests of Ralcorp and its shareholders. [35] Kraft fell 0.2 percent to $38.29 at 10:43 a.m. in New York. The shares gained 2.6 percent this year before today. [29]

Kraft shares were down 4 cents at $38.31 on the New York Stock Exchange on Wednesday afternoon. [49] The fund reported owning nearly $3.3 billion worth of the Kraft shares as of December 31, 2011. Bill Ackman's Pershing Square also had almost $800 million invested in this stock. [35]

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SOURCE Kraft Foods Inc. Media, Michael Mitchell, +1-847-646-4538, [email protected], or Investors, Christopher M. Jakubik, +1-847-646-5494, [email protected], both of Kraft Foods Inc. distributed by It was distributed, unedited and unaltered, by noodls on 2012-03-21 17:04:48 PM. [34] Kraft Foods Inc. is the largest confectionery, food, and beverage corporation headquartered in the United States. [46]

A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. [34]

Kraft Snack Food Spinoff Picks Suburbs Over Chicago « CBS Chicago You are using Internet Explorer 6. Internet Explorer 6 is unsupported by this site and you may experience layout and functionality issues. It is recommended that you upgrade to a newer version of Internet Explorer or switch to another browser. [21] Kraft has made a number of acquisitions in recent years, including LU Biscuits, from French food group Danone, and Cadbury. [8]

In that way, it may have limited consumer impact, according to Robert Passikoff, president of Brand Keys Inc. "If you get Oreos, do you care if they come from Kraft or if they come from Mondelez?" Passikoff said. [33] Robert Passikoff, the president of the consulting firm Brand Keys, told DealBook that a name change might not matter. [14] How do you pronouce that? Sounds like they are doing this name change to appeal to more Hispanic, Spanish, etc. speaking people. [26] Here is the explanation and will sound a bit like the old Altria name change from Philip Morris. [5]

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"One of the tenets of naming is, keep it simple. Other companies that have done spinoffs in recent years have chosen to go a simpler route. When Fortune Brands decided to split itself into its home security and its liquor businesses, it kept the Fortune Brands name for the former and named the latter Beam Inc., after the Jim Beam line of whiskey. The Sara Lee Corporation announced last week that it would name its soon-to-be-spun off international coffee and tea unit D.E. Master Blenders 1753, after its Douwe Egberts brand. [14] The move paid off later when Arthur Andersen accounting -- once under the same corporate umbrella as the consulting firm -- became embroiled in the Enron Corp. accounting scandal. Philip Morris changed its name to Altria Group Inc., claiming that the Latin word "altus," suggested high performance. [45] According to the Chicago Tribune, the name is meant to convey "delicious world" using the Latin word for "world", the company-coined word "delez", designed to signify "delicious". [25]

Kraft says "Monde-" derives from "mundus," the Latin word for "world," and describes "delez" as "a fanciful expression of "delicious.'" [21] "Monde" comes from the Latin word for "world," and "delz" is a "fanciful expression of 'delicious,'" Kraft executives explain. [7]

"Monde" comes from the Latin word for world, and "delez is a fanciful expression of delicious," the company said. [39] "Monde" is based on the Latin word for "world," the company said, while "delez" is a "fanciful expression of 'delicious'" based on the word's translation to "delicieux" in French and "delicioso" in Spanish. [33]

The Mondelez logo, which the company was unable to release, is a "Mondelez" spelled out in a purple, cursive font with small, red teardrops on either end, and the word "International" nestled underneath. [19] There won't be any Mondelez-branded products; rather, Mondelez International will be the corporate home for existing brands like Oreo, Cadbury, Nabisco and Trident. [13]

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The company has already reserved the stock symbol "MDLZ" just in case. Those Krafty bastards. [23]

SOURCES

1. Kraft's Snack Biz To Be Named Mondelez International
2. Kraft Names Post-Spinoff Snacks Company Mondelez International | Fox Business
3. Kraft Proposes Mondelez as New Name for Snacks Company
4. Mondelēz, Mondelēz: Kraft Employees Name Soon to Be Spun Off Snacks Unit
5. Kraft Identifies New Names & Units (KFT) - 24/7 Wall St.
6. Kraft names its new, separate snack business Mondelez - USATODAY.com
7. What's a Mondelz? A Krafty New Name for Snack Maker - WSJ.com
8. BBC News - Cadbury owner Kraft names spin-off Mondelez
9. Kraft to name snacks firm Mondelez | News | Marketing Week
10. Kraft Renames Global Snack Business Mondelez | Latest News content from Supermarket News
11. Kraft snacks business to be renamed Mondelēz International | News | The Grocer
12. Mondelēz: Kraft's new name for its snack business | GlobalPost
13. Kraft To Rename Snack Unit 'Mondelez' - National News Story - WRTV Indianapolis
14. Kraft, Mondelez and the Art of Corporate Rebranding - NYTimes.com
15. Kraft Foods Unveils Mondelez Change (NYSE:KFT) | Wall St. Cheat Sheet
16. Mondelez: Kraft Foods' New Name after Snack Spinoff - Food and Drink Digital
17. Kraft, Mondelēz, and the 'Art' of Rebranding - Businessweek
18. Kraft's Name Change to Mondelez Leaves Experts Guessing - Bloomberg
19. Kraft names snack company, headquarters - chicagotribune.com
20. No more Kraft for Oreo, Ritz: Snack unit to be named 'Mondelez' - latimes.com
21. Kraft Snack Food Spinoff Picks Suburbs Over Chicago « CBS Chicago
22. MediaPost Publications Kraft Snacks Biz Now Mondelez International 03/22/2012
23. Kraft's New Name is Crumbelievably Stupid
24. Kraft's snack business to go by name Mondelez | Reuters
25. Kraft to Change Name of Global Snack Business | Benzinga
26. Kraft Foods changing its name | The Biz Beat
27. Kraft Renames Snack Division 'Delicious World' (In Latin) - Deal Journal - WSJ
28. Kraft Names Its Snack Foods Company Mondelez | Companies | Business | Epoch Times
29. Kraft to Be Renamed Mondelez After Grocery Unit Is Spun Off
30. Kraft Name Change to Mondelez Leaves Experts Guessing
31. Kraft Renames Global Snacks Company Mondelez International | News - Advertising Age
32. Kraft plans to name snack company Mondelez International - Consumer News - Crain's Chicago Business
33. UPDATE 2-Kraft to call snack business Mondelez Int'l | Reuters
34. Kraft Foods Inc : Kraft Foods Proposes Mondelez International, Inc. As New Name For Global Snacks Company | 4-Traders
35. Kraft Foods And ConAgra Are Good Long-Term Buys - Seeking Alpha
36. Kraft Foods to rename snacks company Mondelez - BusinessWeek
37. Kraft snacks company moving to Deerfield - Lake County News-Sun
38. Kraft Announces Their Snack Business Will Be Sold Under "Mondelez" Name - The Consumerist
39. Kraft picks Mondelez as name for new snacks company | Dallas-Fort Worth Business News - News for Dallas, Texas - The Dallas Morning News
40. Slipping stocks. Raising hopes for home sales. What was that name again for Kraft's snacks?
41. Kraft Foods Proposes Mondelez Int'l As New Name For Global Snacks Co
42. Kraft's new Mondelez name may face derision - The Tell - MarketWatch
43. Kraft snubs Chicago as headquarters site - Consumer News - Crain's Chicago Business
44. KRAFT FOODS PROPOSES MONDELEZ INTERNATIONAL, INC. AS NEW NAME FOR GLOBAL SNACKS. -- NORTHFIELD, Ill., March 21, 2012 /PRNewswire/ --
45. Kraft Foods' Name Change to Mondelez Leaves Experts Guessing
46. Kraft Renamed Itself 'Mondelez' On The Advice Of Its Lawyer
47. Kraft Foods Plans to Rename Snack Foods Business Mondelez International - NASDAQ.com
48. Mondelez? Puh-LEEZE! - Forbes
49. Kraft to call snack business Mondelez International - chicagotribune.com



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