Mondelez to grow biscuit business in Philippines

MANILA, Philippines — Mondelez International Inc. is aiming to grow its biscuit business in the Philippines in the next five years, banking on its new product Tiger Crackers, which was developed specifically for the local market.

Nikhil Rao, Mondelez International’s marketing director for biscuits in Southeast Asia, said in an interview the firm intends to grow the biscuits category by double digit in the Philippines year-on-year.

He said Mondelez is currently a small player in the local market, but in other markets in Southeast Asia such as Malaysia and Vietnam it holds the top spot in the biscuit category.

“Our internal ambition is to get into every Filipino mouth, pocket and household. We want our products to be there whenever people want biscuits,” Rao said.

Mondelez International’s plan to grow its biscuit business in the Philippines would be driven in part by the firm’s entry in the cracker segment through Tiger Crackers.

Rao said the company decided to launch the new product despite the pandemic as it saw consumers in the country showing preference for their brands.

“We saw what was happening with big brands like Oreo, Tang, Cadbury, they were doing well. When the entire category was impacted,  consumers were making a beeline to our brands because they trusted us. They know Mondelez will do the right thing,” he said.

He said the company did not see a dip in sales of its products even with the health crisis.

“In terms of sales, we have been doing quite well. Not only in biscuits, but also in Tang, Eden and Cheez Whiz and all the other categories we play in,” he said.

Since consumers know the Tiger brand, and the company has developed a product with the Filipino consumer in mind, he said Mondelez pushed through with the launch as it expects positive market response.

Members of Mondelez International’s research and development team came to the Philippines last year to meet with consumers to be able to come up with crackers that were the right fit for the local market.

“We had it in mind to create products and offer flavors that appeal to the Filipino taste,” Rao said, 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.

“As a company we aim to inspire mindful snacking. It is an approach that encourages you to eat with attention and be present in every moment to have a better relationship with food. To help consumers snack mindfully, we offer portion control products, or those with less than 200 calories per pack. Tiger Crackers strengthens our well-being portfolio by having only 120 calories per pack of three crackers,” he said.

Tiger Crackers are currently being produced in Vietnam as Mondelez International does not have a biscuit factory here, but Rao said the company may consider local production of Tiger Crackers in the future.

“We’ll decide that as this thing scales up,” he said.

Mondelez International has been present in the Philippines since 1963, providing products such as Tang powdered beverages, Eden cheese, mayonnaise and sandwich spread, Cheez Whiz spread, Oreo cookies, Tiger energy biscuits, BelVita breakfast biscuits, as well as Toblerone and Cadbury Dairy Milk chocolates.

The firm has a manufacturing facility in Parañaque City for Eden cheese and employs about 450 individuals.