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February 10, 2021updated 04 Mar 2022 5:16pm

Mondelez launches CoLab snacks accelerator

The US giant, through its SnackFutures innovation and venture arm, is setting up a scheme to work with fledgling businesses in what the Cadbury maker calls "well-being snacks".

By Dean Best

Mondelez International is setting up an accelerator scheme to work with fledgling businesses in what the Cadbury maker calls “well-being snacks”.

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The US giant has unveiled CoLab, a 12-week programme in which up to ten start-ups will take part, with each receiving a US$20,000 grant.

Mondelez, which said the programme is set to start in June, is looking for businesses based in the US that already generate at least $500,000 in revenue. The Oreo owner said the firms must “have high growth potential”.

CoLab will be housed within Mondelez’s SnackFutures innovation and venture arm, which was set up in 2018 to work with start-ups and help the group launch its own brands.

In a statement announcing the formation of CoLab, Mondelez said: “SnackFutures will provide participating start-ups with tools, technologies and access to networks and industry expertise, while also gaining insights, capabilities and prospective investment opportunities.”

Brigette Wolf, the head of SnackFutures, said the establishment of CoLab was in part fuelled by conversations she and her colleague had had with start-ups since Mondelez set up the innovation and venture unit.

“CoLab was created very intentionally, based on the insights and learnings we obtained first-hand from entrepreneurs,” Wolf told just-food.

“Our first year we spent travelling the globe to truly listen and learn about what the start-up community needed, and what value it could bring to our snacking agenda. We had a major presence at [industry events] Seeds & Chips, NOSH and Expo West over the last few years and we heard time and time again that there was a need for ‘big CPG’ to be responsive, flexible and collaborative in how they worked with start-ups. This is a natural progression to take those learnings and our commitment to a growth mindset to the next level.

"Furthermore, we've been walking in start-ups' shoes for the last three years, launching our own brands just as an entrepreneur would. When the Covid-19 pandemic hit and we all faced unprecedented and unpredictable challenges, we knew the need was greater than ever to up-level our engagement with, and support of, the start-up community. So, CoLab is actually coming at the perfect time."

From the just-food archive, April 2020: "Covid-19 is reinforcing the need for wellbeing snacks" – Mondelez International's SnackFutures on demand now – and beyond the virus – for snacks

just-food's Guide: Hatching new ideas – Big Food's incubator and accelerator programmes

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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