Mondelēz Sells Gum Brands to Perfetti Van Melle Group

Meanwhile, Mars is acquiring Trü Frü, a better-for-you snacking brand.

December 21, 2022

CHICAGO & MCLEAN, Va.—Mondelēz International is selling its gum brands, including Trident, Dentyne, Chiclets and other brands, to Perfetti Van Melle Group for $1.35 billion. The transaction allows Mondelēz to focus on its core chocolate, biscuit and baked snacks categories, according to the company.

“As we continue progressing our Vision 2030 focus and acceleration strategy, doubling down on our core snacking categories, we are pleased to transition our developed market gum business to a values-led, family-owned company whose portfolio is a strategic fit, and where our brands and people can thrive,” said Dirk Van de Put, chairman and CEO, Mondelēz International.

Mondelēz International’s Vision 2030 strategy aims to generate 90% of revenue in chocolate and biscuits, including baked snacks—categories identified with significant growth opportunities for the Company—up from 59% in 2012 and 80% today.

According to the Wall Street Journal, the plan was outlined in May, and at that time, Van de Put said the company would begin to exit businesses in noncore categories.

“Snacking is here to stay,” Van de Put said at the company’s investor day in May.

Earlier this year, Mondelēz announced that it would acquire energy bar company Clif Bar for $2.9 billion.

“This transaction further advances our ambition to lead the future of snacking by winning in chocolate, biscuits and baked snacks as we continue to scale our high-growth snack bar business,” said Van de Put.

Clif is a category leader in alternative snacks in the convenience channel, with an ACV (all commodity volume) of 80.7% and a nearly 13% increase in sales in 2021, according to NielsenIQ Total U.S. Convenience data.

In 2022, Mondelēz announced an agreement to acquire Ricolino, Mexico’s leading confectionary company, from Grupo Bimbo and closed on its acquisition of Chipita S.A., a leader in the Central and Eastern European snack-size cakes and pastries category.

In 2021, Mondelēz acquired Grenade, a U.K. performance nutrition company; Gourmet Food Holdings, an Australian food company in the premium biscuit and cracker category; and Hu, a well-being snacking company in the United States.

Meanwhile, Mars Inc. announced it will acquire Trü Frü, a better-for-you, whole-fruit snacking brand.

 Trü Frü’s snacks are made from real fruit and are covered in chocolate, and total sales have increased by more than fivefold since 2017.

"We are thrilled to welcome one of the most innovative fruit-based snacks in the U.S. into the Mars family of brands,” said Andrew Clarke, global president Mars Snacking. “Trü Frü is a perfect complementary fit for our health & wellness portfolio and our capabilities will help the brand strengthen its operations, broaden distribution and accelerate growth.”

Mars says that Trü Frü is complementary to Mars' platform of fast-growing health and wellness brands, which includes KIND, a nut-based snacking leader, and Nature's Bakery, a baker of fruit-based wholesome snacks. Like KIND and Nature's Bakery, Trü Frü will operate as a separate business within Mars.

Mars recently introduced a SNICKERS-branded protein bar called Hi Protein. The bar tastes like a traditional SNICKERS bar but includes 20 grams of protein and four grams of total sugar, the company says.

From energy bars to puffed veggies and spicy meat sticks, convenience store shoppers are loving their alternative snacks.

“In 2021, the category exceeded all prior years in sales and showed really strong sales in nearly every month,” said Jayme Gough, research manager, NACS, in a recent NACS Magazine article. “This category is a staple for travelers looking for a savory treat, a morning commuter purchasing a snack for later or a dried-meat enthusiast. As more people get back on the roads and start to go back into the office, this category is ripe with opportunity.”