Mondelez CEO discusses strategy and "bullish" future

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February 22, 2013 News for the food, beverage and consumer packaged goods industry   Company Watch  Kellogg, General Mills will debut breakfast drinks Kellogg and General Mills are both introducing milk-based breakfast drinks for consumers who may be too busy to sit down with a bowl of cereal. Kellogg is planning national roll-out this year of Breakfast to Go, while General Mills is testing its BFast breakfast shake in the Northeast. The Courier-Journal (Louisville, Ky.) (tiered subscription model)/The Associated Press (2/20)      Mondelez CEO discusses strategy and "bullish" future Mondelez International CEO Irene Rosenfeld says the company will expand by focusing on "power brands" and by increasing distribution in traditional channels and additional markets. "Although our top-line growth was disappointing in the back half last year, the quality of underlying revenue and earnings growth provides strong momentum as we enter 2013," she said during a conference in Boca Raton, Fla. CSP (2/20)      Packaging gives MiO a big presence MiO's small size presented a challenge for Kraft when designing a package for the liquid water enhancer, which design chief Peter Borowski called "one of Kraft's largest and most successful brand launches." The company chose shrink wrap for maximum impact, and "leveraged the shrink wrap around the package to bring the product alive," he said. PlasticsToday.com (2/20)      Other News Kettle adds maple bacon, sweet and salty chip flavors FoodBusinessNews.net (free registration) (2/20)      Huy Fong Foods' Sriracha is a hit, on Earth and in space Bloomberg Businessweek (2/21)      The Social Media ROI Cookbook: Six Ingredients Top Brands Use In this free report, industry expert Altimeter explores the most effective "ingredients" for measuring the revenue impact of social media, providing insights and case studies from an array of top companies. Offerpop is happy to make this penetrating study available to SmartBrief readers. Download it for free!   Trends  Clouds are parting for packaged-food execs Executives of packaged-food companies, meeting for a conference in Boca Raton, Fla., are optimistic about an improving economy and opportunities to trim their marketing budget. "Consumption is up 8% in the first half; advertising spending is actually down 18%," said Campbell Soup CEO Denise Morrison, who credited football-themed marketing of Chunky soup. Advertising Age (tiered subscription model) (2/21)        Advertising & Marketing  Oreo Skies app uses augmented reality Mondelez International has teamed with Nokia to develop Oreo Skies, a mobile application exclusively for Nokia Lumia Windows smartphones that uses augmented reality to let users attach messages to real constellations. Users point their smartphone at the sky and touch stars to reveal messages from friends or from Oreo. CSP (2/21)      Honey Maid Grahamfuls site encourages creativity Mondelez International's Honey Maid Grahamfuls is operating a website called Made Co. that turns children's ideas into real-world rewards. The website by agency Droga5 takes winning graham-cracker inspirations, such as a 14-year-old's flavor-inspired fashion line, and realizes the idea. Upcoming story-writing and character-design contests will end with family trips as prizes. Mondelez International Senior Marketing Director Gary Osifchin says the soft-selling site encourages creativity, rather than just consumption. MediaPost Communications/Marketing Daily (2/19)      The Mid-Market Expense Management Program Aberdeen Group provides insight into mid-market organizations that are strategically approaching expense management to gain visibility into spend and help drive compliance. Download the free white paper to learn more.   Retail Spotlight  Safeway chief touts personalized ad program Safeway Chairman and CEO Steve Burd says the company has signed 5.4 million households to the just for U digital program, reducing a need for print advertising. "As people become more digital, we see it as an opportunity get out of newspaper ads and personalize the ads for every household," he said. Supermarket News (free registration) (2/21)        Health & Wellness  Enriched fruit could benefit lactose intolerant consumers EnWave said its Radiant Energy Vacuum technology can be used to add an enzyme to dried fruit that breaks down lactose. Dried fruit created with the technology could be added to cereal, allowing people who are lactose intolerant to eat the cereal with regular milk. FoodNavigator (2/20)      The Buzz(CORPORATE ANNOUNCEMENTS) New Report Reveals Food & Beverage Industry in Flux, Why CPGs Need to Quickly Embrace Innovation Growth Strategies Interested in learning more about advertising with SmartBrief? Click here for detailed industry information and media kits.    GMA News  15+ hours of can't-miss FSMA sessions at the GMA Science Forum As FDA rolls out new FSMA regulations and guidance, the GMA Science Forum will provide boots-on-the-ground perspectives of the changes ahead, both domestic and international. Join GMA this April 1-5, in Washington, D.C., for more than 15 hours of FSMA-related sessions led by top-tier scientific, manufacturing and regulatory experts from industry and government. GMA is bringing together the most senior-level company executives, regulatory attorneys, food safety scientists and the FDA specialists who are drafting the regulations to contribute their insights and discuss what you need to know about FSMA now and what's coming next. The cutting-edge content doesn't stop with just FSMA. This year’s Science Forum will be the preeminent gathering of CPG experts for exploration of the critical scientific, technical and regulatory issues impacting consumers, public policy and the global CPG industry. For more information and to register, visit www.GMAScienceForum.com.      Learn more about GMA -> About GMA  |  Issues and Policy  |  Newsroom  |  Events  |  Research and Tools Position Title Company Name Location Sales Associate (Consumer Products) West Appleton, WI Director, State Affairs Grocery Manufacturers Association (GMA) Washington, DC Senior Manager, Health and Nutrition Policy Grocery Manufacturers Association (GMA) Washington, DC Ghirardelli Chocolate Company Food Technologist San Leandro, CA Senior Vice President, Development WETA Arlington, VA Click here to view more job listings.   SmartQuote  You can do anything in this world if you are prepared to take the consequences." --W. Somerset Maugham, British writer      This SmartBrief was created for cpgbrokers.input@blogger.com Subscriber Tools       Update account information | Change e-mail address | Unsubscribe | Print friendly format | Web version | Search past news | Archive | Privacy policy Advertise Publisher, Food & Beverage:  Chris Warne (917) 605-0413 Download Media Kit Job Board:  Jackie Basso (202) 407-7871 Read more at SmartBrief.com A powerful website for SmartBrief readers including: Industry Home Readers' Choice Search Archive Who's Hiring? Grab our News Widget Get this RSS Feed Publish your Press Release Download a SmartBrief Mobile app today Recent GMA SmartBrief Issues: Thursday, February 21, 2013 Wednesday, February 20, 2013 Tuesday, February 19, 2013 Monday, February 18, 2013 Friday, February 15, 2013 Lead Editor:  Patricia Smith       Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004 © 1999-2013 SmartBrief, Inc.® Legal Information