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?”
Tell us what you think about the site
Customer Care »
Vacation stops, manage subscriptions and more
AJC Services
Sections
Other Editions
Visitor Agreement | Privacy Statement
© 2013 The Atlanta Journal-Constitution
125 comments Add your comment
chattanooga
March 21st, 2012
4:49 pm
This decision ranks right up there with other marketing disasters like New Coke and Ford Edsel…
JDW
March 21st, 2012
5:05 pm
WOW…can anyone say New Coke…
TruthBe
March 21st, 2012
5:07 pm
Total BS and more polictical correctness horse poop. Kraft is an old American iconic name in the food business. But the CEO idoit Irene Rosenfield wants to change the histrical American Brand Name to compromise to the Hispanics where the brand has high growth in their markets. USA, USA, USA must be out of date with these liberal CEO’s.
Greg Ray
March 21st, 2012
5:14 pm
No comprende ! Stupidos !
Realist
March 21st, 2012
5:20 pm
Kraft is already a global brand name. So is Toyota.
Uh, Kraft is a GERMAN name
March 21st, 2012
5:24 pm
It is not “American” in origin.
That being said to give up such a well established brand is asinine.
Wilhelm Klink
March 21st, 2012
5:28 pm
Hmmmm…..
New Coke
Planet Radio
The Edsel
President Obama
MSNBC
Kraft really wants to join this group of losers?
ihorizon
March 21st, 2012
5:34 pm
Based on my reading Kraft has been in expansion of its businesses since WWI. Its founder created National Dairy Products Corporation, formed on December 10, 1923 by Thomas H. McInnerney which later increased sponsorship on radio and television. Plus I remember New Coke and not liking it back in 1985!!! How time flies!
The New Spiderman
March 21st, 2012
5:45 pm
Brillante! Bravo!
Charlie
March 21st, 2012
5:57 pm
They could change their name to Jesus and I still wouldn’t buy their processed, preservative laden chemical “food like” products. Eat food from the ground people and NOT from a box!
HitMNdaPocketbook
March 21st, 2012
6:00 pm
Don’t like the name change BUT hey this is AMERICA right? They have the RIGHT to change the name if they can convince the shareholders. Convincing them is easy as long as they can show them that they can make MONEY! But because it is AMERICA, I also have the right, like everyone else, to determine where I spend my money and with whom to spend it! Any product with Mondelez on it I will not buy! ADIOS MUCHACHOS!
Loved by dogs
March 21st, 2012
6:01 pm
Stupid move…and good riddance. I quit buying Kraft products years ago, when they watered down Miracle Whip. They responded to my complaint by sending me free coupons for the same product. No thank you, Kraft. Haven’t bought any of their products since. I have since discovered mayonnaise tastes pretty good, and other companies’ products are superior.
Nora McLellan
March 21st, 2012
6:05 pm
Vandalay industries! right out of Seinfeld!
single white dove
March 21st, 2012
6:07 pm
They should change it to: Queso de tonto. What a bunch of idoits. I will not buy there cheese!
single white dove
March 21st, 2012
6:08 pm
their, sorry for the typo
FYI
March 21st, 2012
6:17 pm
Boycott!!!!
Cheeriegirl
March 21st, 2012
6:28 pm
Stick to Kraft. Easy to spell and pronounce.
Retired Nabisco (Kraft) Employee
March 21st, 2012
6:28 pm
To correct some of the comments already posted, this new name is for the soon to be formed new International Snack Foods company, which will be comprised of the Nabisco, Planters and recently-acquired Cadbury brands, among others. The actual Kraft brands (i.e., for cheese, mayo, salad dressings and other grocery items) will still be under the Kraft corporate name, when the company splits in two at the end of 2012. In the opinion of this long-time Nabisco, then Kraft employee, it would make far more sense to I.D. the new snack foods company under the Nabisco banner, vs. some non-descript, European-concocted name that makes no sense to the average consumer and carries no brand recognition with it. A very stupid decision by someone, or some group of people, whom I would refer to as “Moron-delez’s”……..
JohnC
March 21st, 2012
6:39 pm
Not too many years ago they changed their logo to be more modern. Sales plummeted and within months they changed it back. Guess they don’t learn fron their mistakes.
Moon Mullins
March 21st, 2012
6:51 pm
They need to take a looooooooooong, hard look at that name. “Global Goodies” makes more sense.
jj
March 22nd, 2012
5:52 pm
cool, another company that I won’t spend my money with. Yea me…. I’ll be rich before this is over.
vaden
March 23rd, 2012
11:10 am
I just hope that jobs aren’t lost in this name change. Kraft has been shaky for years with poor
dividends to investors. Altria dumped Kraft years ago, but they too may be in trouble with
the heavy debt of John Middleton; which is suppose to transfer operations to Richmond,
which will cause job loses. Domestic cigarette sales are declining. Let’s hope that we can
keep Americans employed. America must protect jobs here and stop killing manufacturing jobs!
sallycrowder
March 24th, 2012
7:51 am
You can also look up your local grocery store or online website Printapons and find a list of the best deals, and the sites will match sale items with coupons.
MSarge
March 26th, 2012
1:46 pm
I am reading these comments laughing out loud..amazed that (American) people are jumping to conclusions and are being so offensive and opinionated when they obviously only know half the story…Kraft Foods Global Inc is splitting into two companies – North America Grocery Brands Company and a Global Snacks and Confectionary Company. The North American Iconic Brands Company will RETAIN the Kraft Foods Name…its the New Global Snacks and Confectionary Company that has a new name – Mondelez International….for those of you who have never ventured outside of NA..please note that only Americans appreciate the Iconic Kraft Name..most of the Kraft Brands outside of NA are not even known as Kraft…Lu Biscuits, Toblerone, Nabisco, Cadbury etc… get your facts straight before you blow off steam on a topic you only know peices of…
ATL
March 26th, 2012
3:06 pm
Mondelez will be name of cookie & candy company. Kraft will still be grocery & dairy company.