MINDFUL SNACKING
Our Approach & Progress
We believe every snack can be enjoyed in a mindful way. As proud makers of chocolate, biscuits and baked snacks loved the world over, we are thoughtful in the way we make and manage our evolving portfolio of brands.
Through our Mindful Snacking Strategy, we aim to support consumer well-being on four fronts:
- Championing portions and mindful behavior through individually wrapped pre-portioned packs and mindful portion label information.
- Enhancing our ingredient and nutrient profile while continuing to deliver delightful brand experiences.
- Providing options to our consumers that meet their evolving expectations.
- Marketing responsibly in line with high ethical standards.
Our Mindful Snacking Strategy is underpinned by a 2025 Mindful Portions goal and multiple global and local initiatives. In 2023, we made solid progress on all pillars of our Mindful Snacking Strategy, advancing our ambition to help consumers enjoy our delicious snacks.
Our Aim* | 2024 Performance |
|---|---|
Up to 100% of our net revenue through Mindful Portion Snacks, those in either individually wrapped mindful portion serving sizes or with mindful portion labeling | 84% |
*We aim to regularly and transparently report our progress. You can find additional details on our goals within the About This Report section of our 2024 Snacking Made Right ESG Report.
Explore More
To help consumers savor our snacks while they manage their calorie intake, we are expanding our range of individually wrapped Mindful Portion packs of 200 calories or fewer. For products that are not pre-portioned, our aim is to provide Mindful Portion information on the pack.
We strive to further embed mindfulness into our brand experiences and to promote broader awareness through our collaborations with health and nutrition professionals. We also partner with expert organizations, such as the Portion Balance Coalition, British Nutrition Foundation, International Food Information Council (IFIC), and non- governmental organizations (NGOs) like Save the Children, whom we collaborate with on issues such as hunger and food access.
SNACKMINDFUL.COMTo help people get it right, our Snack Mindfully website provides resources, tips and information on mindful snacking. We have also partnered with renowned mindful eating experts, Dr. Susan Alberts, Psy.D, on consumer friendly videos that explain mindful snacking and how to practice it.
health-pro.snackmindful.comMindful Snacking for health professionals
BETREATWISE.NETBe treatwise is a MDLZ UK initiative with some of the UK’s leading confectionery companies to help families have a balanced approach to treats.
We continually strive to enhance the nutrient and ingredient profile of our snacks portfolio through efforts to reduce sugar, sodium and saturated fat content and use more whole grains, increasing fiber and micronutrients as appropriate. We do this while continuing to deliver delightful brand experiences.
As part of these efforts, we work independently and with partners to advance technologies that support nutrient and ingredient enhancements.
Consumer trends are evolving, and it is vital we keep pace with consumers’ changing dietary needs and expectations. We continue to grow existing nutrition-forward brands such as belVita, Triscuit, and our snack bars portfolio. In response to consumer trends, we also innovate in key spaces including gluten-free and low/no sugar.
We recognize the need to provide accurate and appropriate information that helps consumers make informed dietary decisions.
Our public Responsible Marketing Position reinforces that our marketing and labeling not only complies with all regulations and standards, but also helps our consumers snack right. We have a strong global Marketing to Children Policy that applies to every market where we do business. We do not advertise our products in any media where 30% or more of the total viewing audience is under the age of 13.
As a founding member of the IFBA, we work with others across the industry to support responsible marketing, including underrepresented communities, and have made a global pledge to the World Health Organization (WHO) in the areas of nutrition and responsible food marketing.
In addition, we have external and internal food marketing standards in place that provide additional guidance and are in line with the International Chamber of Commerce (ICC) Code of Advertising and Marketing Communication Practice and the ICC Framework for Responsible Food and Beverage Communications.