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Mondelez May Sell Philadelphia Cheese Brand, But To Whom?

April 2, 2015: 12:00 AM EST
Euromonitor says it’s likely that Mondelez – primarily a sweet snacks company since its split from Kraft – will sell off its Europe-based Philadelphia cream cheese brand. But to whom? The European spreadable cheese market is not a growth area. But sales of the Philadelphia brand in Europe have grown by $100 million since 2009, and its brand equity would make it a desirable acquisition by dairy companies like France's Bel Groupe and Lactalis. On the other hand, Kraft Heinz already owns the North American arm of Philadelphia cheese, so it makes good business sense for it to acquire the European arm. There would be cost efficiencies from synergies in production and marketing, and keeping costs under control is a top priority for Kraft Heinz.
Lianne van den Bos, "The Future of Mondelez’s Philadelphia: Possible Scenarios for the Cheese Brand", News release, Euromonitor International, April 02, 2015, © Euromonitor International
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