In Vietnam’s rapidly expanding food industry, snacking is standing out as one of the most dynamic and competitive categories. According to the State of Snacking Vietnam 2024 report by Mondelez Kinh Do, 95% of Vietnamese people enjoy at least one snack a day. The report also notes that 99% consider snacks a convenient source of nutrition, 91% associate them with childhood memories, and 80% are open to trying new products discovered through social media.

With a decade of presence in Vietnam, Mondelez Kinh Do has leaned on consumer insight to guide its product development and market positioning. The company points to its ongoing investment in understanding Vietnamese consumers as key to staying relevant and innovative in a crowded market.

From insight to innovation

At Mondelez Kinh Do, deep consumer understanding is not just the foundation for innovation, it is one of the company’s strategies for driving sustainable growth.

“At Mondelez Kinh Do, we are committed to leading the future of snacking by offering the right snack for the right moment, made the right way,” said Mr. Sameer Yadav, Marketing Director of Mondelez Kinh Do Vietnam. “Our core values, ‘Love Our Consumers and Brands,’ ‘Grow Every Day,’ and ‘Do What’s Right,’ guide our strategies to deliver the future of snacking across our portfolio and strengthen our leadership across diverse segments.”

This philosophy is brought to life through products designed around real local insights and shifting consumer lifestyles.

AFC Seeds & Herbs, introduced in May 2025, reflects rising health-consciousness among Vietnamese snackers. Combining ingredients like chia seeds, oats, pumpkin seeds, rosemary, basil, and green onion, the product aims to align with emerging dietary trends.

Other offerings take a more emotional route. The limited-edition Solite Mickey & Minnie sponge cake blends nostalgic childhood characters with a familiar taste profile to tap into consumer sentimentality.

Earlier, the company launched the Singapore Crab Sauce Sandwich, which paired sprouted rye bread with a spicy crab sauce inspired by Singaporean cuisine. The product was designed to attract Gen Z consumers seeking fresh-flavored, convenient snacking options.

Communicating in consumers’ language

“We put consumers at the heart of everything we do,” said Mr. Sameer. “Every innovation starts with a deep understanding of our consumers and their needs and the Mondelez Kinh Do team embraces a mindset of continuous learning, improvement, and daily growth. We continue to invest strongly in listening and learning and unearthing insights that enable us to deliver value for our consumers”

Innovation at Mondelez Kinh Do goes beyond products, it’s equally about how the brand engages with consumers. In today’s market, the company recognizes that social media is where brands and consumers truly meet and interact.

Recent campaigns reflect that shift. AFC’s collaboration with Vietnamese singer Ngo Lan Huong included a 15-second TV spot and a TikTok challenge titled “Catch the Beat with AFC”, positioning a simple cracker as a trendy online item.

Oreo’s “Space Dunk” campaign leaned into brand playfulness and interactivity, offering consumers an imaginative, experience-driven promotion that sought to build engagement through fun and curiosity.

Meanwhile, Cosy recently rolled out its “Collect Your Cosy Family – Hunt for the Golden Biscuit” campaign in celebration of Vietnamese Family Day. Running through July 2025, the initiative includes nationwide promotions and activities aimed at strengthening brand affinity. According to the company, Cosy Marie has maintained the top position in Vietnam’s biscuit segment—measured by sales volume across Traditional Trade, Modern Trade, and Semi-retailer channels (excluding MM Mega Market Vietnam)—for 12 consecutive months, from February 2024 to January 2025.

As Mr. Sameer puts it: “Every insight, no matter how small, can lead to innovation that truly matters to people’s daily lives. By turning that understanding into meaningful products and stories, we’re not just launching snacks, we’re strengthening the trust and connection that keep us ahead.”

Sustaining relevance in a competitive landscape

In an increasingly competitive market where brands are constantly working to secure their position, Mondelez Kinh Do has continued to hold a strong place in the minds of Vietnamese consumers over the past 10 years through a clear, consistent, and long-term growth strategy. By staying true to its commitment to “putting consumers at the heart of everything,” the company has not only demonstrated its ability to respond to changing market dynamics but has also reinforced its position as a pioneer leading the future of snacking in Vietnam.