Kraft Foods changing its name

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.

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. 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.

Of course, the company hasn’t said the name change will extend to products. Can you imagine a kid asking, “Mom, may I have some more Mondelez Macaroni & Cheese, please?”

125 comments Add your comment

Ghost

March 21st, 2012
1:08 pm

Stupid. They’ll still sell the same stuff. Anyone fooled by a name change isn’t that bright to begin with.

cookieminister

March 21st, 2012
1:10 pm

That’s silly…Kraft is a great name…I even eat KRAFT mac n cheese before I eat my wonderful cookies…Cookies make the world go round….EAT SOME!

jayb

March 21st, 2012
1:10 pm

Maybe in Mexico it will mean “delicious world”. Here in America it will be known as the mystery food formerly known as Kraft.

Jay Dubu

March 21st, 2012
1:14 pm

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.

Donna P.

March 21st, 2012
1:15 pm

How do you pronouce that? Sounds like they are doing this name change to appeal to more Hispanic, Spanish, etc. speaking people.

Look before I leap...

March 21st, 2012
1:18 pm

They spend decades and billions of dollars establishing world-wide brand recognition and then because some pissant MBA comes up with a bright idea, they decide to re-brand with some foreign sounding name?

No one learned anything from “New Coke” I guess.

When this comes up for a share-holder vote, not only do I hope they vote it down, they should vote the idiot CEO out on his deluded ass for supporting it.

Dow Jones and the Temple of Doom

March 21st, 2012
1:19 pm

How dare these people attempt to change wholesome, correct American Kraft into some kind of foreigner sounding name. I’m not putting Mondelez Velveeta on my Freedom Fries ever again! From now on, I’m only using Queso cheese from Goya. Like the commercial says, Goya is muy delicioso.

wagnert

March 21st, 2012
1:24 pm

“The word means ‘delicious world’.”

Oh, it does, huh? In what language? Neither Babelfish nor Google Translate recognize it in French Spanish, Portuguese, Italian, Latin, Basque, Catalan. or Welsh (a little stretch, there.) I think this is like Exxon — it sounds condescending in all languages.

concerned citizen

March 21st, 2012
1:26 pm

In what language does it mean that? Monde is world in French but delez means nothing in French so somebody paid a lot of money to make up a new language to go with its engineered ingredients and a ton of sodium. They can call it what they want, real food it is not.

gj2001

March 21st, 2012
1:31 pm

probably a bean counters’ rationalization for lower the cost of ingredients in Kraft products.
either that or they hope to expand to the larger market of people who’s last name ends with ‘LEZ’ .

Last Word

March 21st, 2012
1:33 pm

The “Browning” of America.

Angry

March 21st, 2012
1:36 pm

Let the rest of the world come to us and learn the word Kraft!

John

March 21st, 2012
1:37 pm

Worst idea since “New Coke”. They have a highly respected worldwide brand which took generations to build and now they change the name? Trying to appease a vocal minority by taking the American out of a Great American Company

Jobie

March 21st, 2012
1:41 pm

Hmmm . . . Reminds me of New Coke . . .

Rex Dogma

March 21st, 2012
1:45 pm

Just plain stupid. Who was paid big bucks for this idea?

Not cool

March 21st, 2012
1:46 pm

This name sounds like someones last name. It’s hard to say and it does not roll off of your tongue. Everyone knows Kraft…why change? Instead of changing their name, why not come up with products that are less laden with “extras”. Change packaging or colors…not the name. BAD move for a largely good ole American product line.

Crap

March 21st, 2012
1:46 pm

Mondelez American Cheese slices?

Crap

March 21st, 2012
1:46 pm

gordonguy1969

March 21st, 2012
1:48 pm

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.

Curzen

March 21st, 2012
1:48 pm

“Let the rest of the world come to us and learn the word Kraft!”

and if you want to know what the word actually means, go to Germany.

Browncoat

March 21st, 2012
1:49 pm

Yep New Coke and Netflix…..

Mary

March 21st, 2012
1:50 pm

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.

Not White

March 21st, 2012
1:51 pm

Wow, a lot of the comments are extremely clear that a lot of you racist and , honestly, just stupid. Thanks for reminding me that America is not really open to equal opporunity.

Not White

March 21st, 2012
1:52 pm

The article doesn’t imply that Kraft foods will be named differently. Once again, being white is more important than understanding not everything is for Latino speaking people.

What?

March 21st, 2012
1:56 pm

New Coke was a different product (not company) with the same name. This is the same company (not product) with a different name. Confused yet? That’s because these are entirely different.

jackie

March 21st, 2012
1:58 pm

Stupid, stupid, stupid! Fire every little toady and every executive who are involved in this icredibly assinine decision to create another word that means nothing. Can you say Exxon or Enco? Those are catchy meaningless names that don’t make me want to run out and knock people out of my way in order to buy their product.

Not white either

March 21st, 2012
1:59 pm

I am left to wonder why after so many years of name brand recognition …….”Kraft” gets nixed… Is it pro-internationalism as the article seems to suggest…or is it just good old fashion anti-Americanism… Oh well As long as the name change does not come with a closed distribution center and no EPA standards…life goes on.

Rob

March 21st, 2012
2:01 pm

The only constant in life is….change! Why do people fight it so much?

Bshow

March 21st, 2012
2:01 pm

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.

Pearl

March 21st, 2012
2:04 pm

That’s a stupid name (period) Mondelez Macaroni and Cheese…ewwww

rivercard

March 21st, 2012
2:05 pm

As a shareholder (albeit a small one) name switch to Mondelez leaves me with a bad taste in my mouth.

John

March 21st, 2012
2:06 pm

New Coke replaced an iconic product and brand (temporarily, thank goodness). This new name is replacing an iconic brand as well (just happens to be a company name). The comparisons are very justifiable.

Not Brown

March 21st, 2012
2:07 pm

Wow, racist because we want something wholly American not to change to some half-assed latino name just to pander to illegals?

Sally

March 21st, 2012
2:09 pm

The grocery side of the business will still be Kraft Foods. All cheese products are part of the grocery business. So you will still be buying Kraft Macaroni and Cheese. It’s the global snacking business that changing to Mondelez.

Wisdom

March 21st, 2012
2:10 pm

The whole world knows and respect Kraft. 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.

William

March 21st, 2012
2:10 pm

This is the brightest idea they have had since they sold off Breyers ice cream. The new owners changed the ingredients, so I don’t buy it anymore.

Elaine Bennis

March 21st, 2012
2:10 pm

Moland Springs?

rivercard

March 21st, 2012
2:10 pm

Mondelez munchies. Favorite of potheads throughout the world.

cmrc

March 21st, 2012
2:11 pm

Isn’t Mondelez too similar to George Costanza’s made up company, Mandelay?
Why not ‘Kraft Golbal’ or ‘KraftWorld’?

JenB

March 21st, 2012
2:12 pm

Sally is correct. Kraft is still Kraft with regards to grocery products – ie…cheese. Mondelez will be for the International business. Kraft isn’t giving up their name – you need to read the entire article….shame on the blogger for suggesting Kraft is changing the name on everything!

rivercard

March 21st, 2012
2:13 pm

William – I don’t eat much ice cream anymore, but when I did Breyers was pretty good. Can’t believe they would change a proven recipe. But then again have you been to a Longhorn’s since Darden took over? Need a chainsaw to cut the Flo’s filet theses days.

cmrc

March 21st, 2012
2:13 pm

Too much opportunity for someone to be offended by this. Obama should appoint a Czar for corporate name changes.

Bob

March 21st, 2012
2:14 pm

People will react to anything without finding out the entire story. Verify your facts folks. Kraft is still Kraft. Just splitting into two companies.

SKS

March 21st, 2012
2:18 pm

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.

Denise

March 21st, 2012
2:19 pm

See people…idiots are everywhere. Even in the board room.

Mike

March 21st, 2012
2:20 pm

Rivercard, they probably had to make Longhorn worse so it wouldn’t compete with The Capital Grille.

Will this be like when the Woolworth’s parent company became Venator? (Which is probably Spanish for “dragon-like creature that comes through the window”?)

Sharon

March 21st, 2012
2:21 pm

Thank you, Sally, for clarifying what I was about to! People should learn to read and interpret before they start to blow their lids.

Like it is

March 21st, 2012
2:30 pm

Dreamed up by a bunch of MBAs. Better get your resumes ready folks.

Deb

March 21st, 2012
2:30 pm

If it isn’t broken – and it’s not – why mess with it? Just to make sure it gets broke?

rivercard

March 21st, 2012
2:31 pm

Mondelez name will not be used for consumer branding. 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.