Vietnam’s snacking industry is entering a transformative phase, driven by a young population, rapidly evolving consumer preferences, and a market that consistently rewards innovation. In this context, Mr. Vaibhav Bhanchawat, Vice President and Managing Director of Mondelez Kinh Do Vietnam, sees not only strong business opportunities but also a broader responsibility to contribute to Vietnam’s long-term, sustainable growth.
Leading the market with integrated strength
Vietnam has emerged as one of Asia’s most dynamic markets, not only because of its growth potential but also due to increasing diversity across sales channels, regions, and consumption occasions. As the market matures, growth is no longer determined by scale alone, but by how effectively companies execute across channels and deliver consistent value to consumers.
Against this backdrop, portfolio relevance, effective route-to-market execution, and the ability to respond quickly to shifting demand have become critical to sustaining growth. For Mondelez Kinh Do, these dynamics reinforce the importance of combining the scale and expertise of a global leader with the agility and local responsiveness of a strong domestic player.
“For a global organisation with extensive scale and expertise like Mondelēz International, this creates fertile ground to test, refine, and accelerate innovation. Combined with the resilience and problem-solving mindset of Vietnamese talent, Vietnam offers a powerful platform for the next phase of Mondelez Kinh Do’s growth.”, shared Mr. Vaibhav.
Mondelez Kinh Do’s evolution in Vietnam has been shaped by its ability to harmonise global standards with local heritage. Its portfolio includes iconic Vietnamese brands such as Kinh Do, Cosy, Solite, Slide, and AFC, alongside global names including Oreo, Ritz, LU, Cadbury, and Toblerone. This combination allows the company to preserve cultural relevance while expanding consumer choice through world-class snacking experiences.
While scale provides the foundation, execution ultimately drives growth. Beyond portfolio development, Mondelez Kinh Do continues to strengthen its go-to-market capabilities to ensure quality snacking products are accessible nationwide. Brands such as Solite demonstrate this strategy by successfully bridging urban and rural preferences, supported by a distribution network that reaches hundreds of thousands of retail points across Vietnam.
To further enhance execution at scale, the company is accelerating digital transformation through AI-enabled tools, retail intelligence, and digital sales enablement. These capabilities support improved on-shelf availability, optimized assortments by channel, and greater operational efficiency, helping Mondelez Kinh Do deliver consistent quality while remaining price competitive.
Innovating through deep consumer understanding
Guided by its purpose of “empowering people to snack right,” and anchored in deep consumer insights, Mondelez Kinh Do is shaping a strategic roadmap focused on portfolio relevance, innovation, and cultural connection.
“Our priority is to keep strengthening the brands that generations of Vietnamese have grown up with, while bringing in high-quality global products that meet evolving expectations.” Mr. Vaibhav added.
Vietnam’s snacking market offers exceptional potential, with 95% of consumers snacking at least once a day, according to the State of Snacking Report. While motivations such as nourishment, indulgence, and healthier choices are broadly shared across markets, Vietnam stands out for the specific moments and sensory experiences consumers value. This places greater emphasis on packaging, texture, flavour, aroma, and the overall sensory journey.
Translating these insights into meaningful innovation requires both global capability and local relevance. Mondelēz International supports this effort through its regional R&D hub in Singapore, which combines advanced technologies with deep expertise in Asian consumer behaviour. One clear example is the mooncake portfolio, a category unique to Vietnam within the global Mondelez system, developed using global R&D processes while remaining firmly rooted in cultural authenticity.
Digitalisation is also being accelerated, with AI-powered tools, retail intelligence, and digital sales enablement helping ensure the right products reach the right consumers at the right time.
“Vietnam represents a market where innovation and cultural understanding must go hand in hand. By combining our global R&D and digitalization capabilities with deep local insights, we can create products that truly resonate with consumers while driving long-term growth”, Mr. Vaibhav emphasized.
Strategic investment for sustainable growth
Mondelez Kinh Do’s next chapter is defined by its long-term investment strategy. The company is strengthening its competitive advantage across multiple areas, including operational sustainability, brand building, and the development of a future-ready workforce.
“Long-term success requires more than operational excellence, it comes from investing in capabilities, in sustainability, in our brands, and in our people. When these elements move together, they create the momentum that drives enduring value for consumers, communities, and the broader market.”, Mr. Vaibhav emphasizes.
To operationalise this vision, Mondelez Kinh Do has modernised its operations, embedding sustainability across the value chain. In line with Mondelēz International’s 2030 goals, the company is advancing progress across four sustainability pillars: packaging, ingredients, climate, and social impact. It has achieved 100% recyclable packaging, increased the use of sustainably sourced ingredients such as cage-free eggs, and delivered measurable reductions in CO₂ emissions, water consumption, and food waste. Its inclusion in the Top 100 Most Sustainable Businesses under the Corporate Sustainability Index (CSI) program for the fourth time underscores this ongoing commitment.
Brand building remains a critical investment in Vietnam’s competitive and fast-evolving market. At the same time, Mondelez Kinh Do continues to strengthen its route-to-market capabilities and talent ecosystem, equipping teams, distributors, and retailers with new skills and digital tools to enhance execution excellence.
At the core of these efforts is a people-first philosophy. Mondelez Kinh Do remains committed to cultivating a diverse, skilled, and future-ready workforce capable of driving meaningful transformation. This commitment has been recognised through honours such as the HR Asia Awards and Anphabe’s Best Places to Work in Vietnam, reinforcing the company’s position as one of Vietnam’s most admired employers.
By integrating innovation, operational efficiency, strong people practices, and environmental responsibility, Mondelez Kinh Do is laying a future-ready foundation for sustainable, long-term growth. This approach positions the company not only to navigate Vietnam’s evolving consumer landscape but also to play a defining role in shaping the next phase of sustainable development in the country’s snacking industry.
Google translate