MINDFUL SNACKING
Our Approach & Progress
We believe snacks enjoyed in a mindful way can be part of a healthy, balanced lifestyle.
Though our Mindful Snacking strategy, we aim to empower people to snack mindfully and support consumer well-being on five fronts:
- Providing clear labeling and portion guidance through individually wrapped pre-portioned packs and mindful portion label information
- Promoting positive eating behaviors by embedding mindfulness into our brand experiences and advancing awareness of mindful eating through strategic partnerships
- Enhancing the nutrient and ingredient profile of our recipes while delivering delightful experiences
- Offering choices tailored to our consumers’ different snacking moments
- Marketing responsibly in line with ethical standards
Our Mindful Snacking Strategy is underpinned by a 2025 Mindful Portions goal. In 2024, approximately 84% of our net revenue came from Mindful Portion snacks, +22 percentage points vs prior year.
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
Providing Clear Labeling and Portion Guidance
Being mindful about portions can help people personalize their snacking experience and enjoy their favorite snacks in a balanced way. In fact, according to our State of Snacking report, 69% of people surveyed look for snacks that are pre-portioned.
We are focused on helping our consumers understand portion size at a glance with the following:
- Our individually wrapped, Mindful Portion packs with less than 200 calories help empower consumers to right-size their snacking experience.
- Our Mindful Portion labels provide a visual, at-a-glance depiction of one portion and calories per portion, helping consumers make more informed snack choices in support of a balanced lifestyle.
Promoting Positive Eating Behaviors
In addition to our efforts on Mindful Portions, we strive to further embed mindfulness into our brand experiences and to advance awareness of mindful eating through our collaborations with health and nutrition professionals.
With our marketing and communications efforts, we encourage our consumers to savor the whole eating experience ⎯ be present in the moment, enjoy the snack with all the senses, and be aware of hunger and fullness cues.
On product packs, we highlight ways to enjoy our products, showcasing examples like rituals and pairings that promote mindful consumption, thus helping consumers be more aware and present in their snacking moment. Additionally, brand-inspired tips, digital resources and mindful-eating education tools are available on our snackmindful.com website.
We also provide an array of education materials on mindful eating in practice to empower health professionals, as well as consumer-friendly tools they can use with their clients.
SNACKMINDFUL.COMConsumer-friendly messaging and education on Mindful Snacking.
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.
For years we’ve focused on enhancing the nutrients and ingredients of our products while continuing to delight our consumers.
These enhancement efforts are driven by our holistic nutrition and ingredient process and the steps below, which are rooted in science, informed by expert guidance and tailored to consumer and category expectations:
- Execute a Comprehensive Nutrition & Ingredient Assessment of our products against our internal nutrition criteria, local dietary guidelines, and current and emerging regulations to ensure our recipes are locally relevant and science informed
- Create Holistic & Customized Product Recipe Recommendations by pairing our nutrition and ingredient assessment with consideration for the brand, consumer needs, product purpose (e.g., treat, breakfast snack, performance food) and category norms
- Build Consumer-Validated Roadmaps using these recommendations to develop local renovation and innovation plans and product concepts, and validating them with consumer research
- Partner with Research Universities & Food-Tech Startups on Cutting-Edge Science to bring to market new and enhanced products with next-generation ingredients and innovations
Keeping the consumer at the center of everything we make, any changes to our products are made gradually and thoughtfully to ensure we continue to deliver joyful snacking experiences for consumers.
We are guided by the evolving trends and consumer expectations and, as a leader in snacking, are always learning more about what people want and need from their snacks. From morning nourishment and exercise fuel to afternoon pick-me-ups and small moments of joyful delight, consumers seek snacks that fit their specific needs. We are continuing to diversify our portfolio with foods designed for these different snacking moments. We’re also accelerating innovation and pushing the boundaries of what’s possible in snacking by identifying and investing in brands, businesses, and technologies via the SnackFutures corporate venture capital arm of our business.
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 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.