In today’s fast-paced world, snacking has seamlessly integrated into our daily lives, becoming a habit for many. Simultaneously, there has been a growing awareness about health and wellness, which shapes consumers’ perspectives on snacking. Mondelez Kinh Do is therefore committed to empowering consumers to make thoughtful decisions about their snacking behavior.

Growing preference for mindful delights

The latest Mondelēz International State of Snacking report shows that mindfulness and well-being considerations play an increasingly important role in consumers’ snacking motivation. Consumers are making an effort to be mindful while enjoying snacks, as 78 per cent are more likely to take time while enjoying indulgent snacks. Many are also tuning into portion sizes, saying they typically take time to portion out snacks before eating them. Sixty-eight per cent say they check nutrition labels on snacks before buying them.

Studies also show that mindful snacking can lead to a positive relationship with food, more satisfying snacking moments, and fewer instances of overeating.

These insights help the company keep pace with current snacking attitudes and behavior around the world and, most importantly, anticipate and plan for future consumer trends.

The owner of iconic global and local snacking brands such as Kinh Do, Cosy, Solite, AFC, LU, Oreo, Ritz, Slide, Cadbury’s, and Toblerone, Mondelez Kinh Do has a mission of crafting snacks that are mindfully made. Inspired by Vietnamese ingredients and global culinary trends, the company is creating a range of mindful delights. These snacks are not just flavorful; they are also carefully portioned and sustainably sourced.

“Snacking continues to meet a growing range of needs across consumers’ lives, with indulgence remaining a welcome part of a balanced lifestyle,” said Mr. Anil Viswanathan, Managing Director of Mondelez Kinh Do Vietnam. “At the same time, we also see consumers making an effort to be more mindful while snacking. With our wide range, we strive to deliver great tasting snacks that offer good nutrition, made with ingredients people know and trust. Mindful snacking reflects our commitment to empowering consumers to take charge of their snacking choices and enjoy treats in a balanced manner.”

Promoting mindful awareness

According to Mondelez, mindful snacking is the application of mindfulness to eating and can be practiced by anyone, anywhere, and by all ages. It can also help people manage their relationship with food and eat in moderation.

Mindful snacking for Mondelez isn’t just about products but also about raising awareness and educating consumers about the benefits of conscious consumption. To inspire mindful snacking habits, the company has outlined a “Snacking More Mindfully” goal.

Portion control encourages consumers to be more aware of the quantity they consume and helps them make conscious decisions about their snack intake. Mondelez’s “Snacking More Mindfully” goal recognizes the significance of this in fostering a balanced approach to snacking.

Mondelez Kinh Do is also championing mindful snacking by offering snacks in individually wrapped mindful portion serving sizes. This approach provides consumers with pre-portioned snacks, reducing the temptation to overindulge. It also simplifies on-the-go snacking, making it easier for people to make conscious choices about their snack consumption.

In addition to portion control through packaging, Mondelez is implementing mindful portion labelling on its snack products. This transparent labelling provides clear information about serving sizes and nutritional content, empowering consumers to make informed decisions about their snacking habits. In Vietnam, the Mindful Snacking logo has been applied on packs of its local jewel brands like AFC, Cosy, Kinh Do, LU, Solite, and Oreo. This will empower our consumers to be more aware of portion sizes through visual images along with the calories they provide. The company offers these products to consumers to help them portion out or manage their snacks better.

In its quest for mindfulness, Mondelez Kinh Do also considers the environmental impact of its products. It has introduced eco-friendly packaging materials and works tirelessly to reduce its carbon footprint. In doing so, it has aligned its mission with global sustainability goals.

The company has made a commitment to print the “Mindful Snacking” logo on all of its products globally by 2025. It has also created a Snack Mindfully website at https://www.snackmindful.com/, to provide resources, tips, and information on mindful snacking.