Mondelez to Grow its Biscuit Business in the Philippines

Sep 2020

Mondelez Philippines announced that it is expanding its snack products portfolio by entering the fast-growing and high-penetration cracker segment of the biscuits category in the Philippines. Traditionally, Mondelez Philippines’ growth has been led by the Powdered Beverage and Meals categories, where its brands hold the number one position in market share with Tang, Eden Cheese and Cheez Whiz, respectively.

The company now aims to grow its biscuits category locally in the next five years with the Oreo and Tiger brands leading the way. The company has also launched the new Tiger Crackers despite the pandemic, as it saw consumers in the country showing preference for their brands like Oreo, Tang and Cadbury. The company said that it did not see a dip in sales of its products even with the health crisis.

Members of Mondelez International’s research and development team came to the Philippines last year in order to understand how to develop crackers that are fit for the local market. The company aimed to create products and offer flavors that appeal to the Filipino taste, noting that Tiger Crackers are available in locally loved flavors such as plain, leche flan and ensaymada.

Apart from growing its biscuit business, Mondelez International aims to also promote mindful snacking in the country through Tiger Crackers. For instance, the company offers portion control products, or those with less than 200 calories per pack. Tiger Crackers are currently being produced in Vietnam as Mondelez International does not have a biscuit factory in the Philippines.

(Sources: Mondelez Philippines; The Philippine Star)