Mondelez Kinh Do empowers consumers through mindful snacking

Snacks are increasingly being consumed at any time of the day and have become a way of life for the majority of consumers. There has also been an increased consciousness of health and wellness that influences the mindset of consumers when it comes to snacking.

As one of the biggest snack companies in Vietnam, Mondelez Kinh Do is dedicated to empowering consumers to make informed choices about their snacking habits.

More people prefer mindful delights

Mondelez International's State of Snacking latest report published in 2022 shows that mindfulness and well-being considerations today play an increasingly important role in consumers’ snacking motivations.

Consumers are making an effort to be mindful while enjoying snacks, as 78% of 3,580 people from 12 different regions 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. 68% say that they check the nutrition labels on snacks before buying them.

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

Mindful snacking is shown to lead to a positive relationship with food and a lower likelihood of overeating. Photo courtesy of Kinh Do

In response to the overwhelming trend, Mondelez International, the owner of global and local snacking brands such as Kinh Do, Cosy, Solite, AFC, LU, Oreo, Ritz, Slide, Cadbury, and Toblerone, has laid the heart of its mission in 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 were not just flavorful; they were carefully portioned and sourced sustainably.

According to Anil Viswanathan, Managing Director of Mondelez Kinh Do Vietnam, snacking nowadays continues to meet a growing range of needs across consumers' lives, with indulgence remaining a welcome part of a balanced lifestyle.

At the same time, the company also sees consumers making an effort to be more mindful and present while snacking. With a wide range of snacks, Kinh Do strives to deliver great-tasting snacks that offer good nutrition and are made with ingredients people know and trust.

"Mindful snacking reflects our commitment to empower consumers to take charge of their snacking choices and enjoy treats in a balanced manner," Viswanathan said.

Promote 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 help people manage their relationship with food and do so in moderation.

Mondelez Kinh Do offers snacks in individually wrapped mindful portion serving sizes. Photo courtesy of Kinh Do

Mindful snacking at Mondelez isn't just about the products. It is 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.

Accordingly, portion control encourages consumers to be more aware of the quantity they consume, helping them make conscious decisions about their snack intake. The goal recognizes the significance of this aspect 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 labeling on its snack products. This transparent labeling 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 to packs of its local jewel brands like AFC, Cosy, Kinhdo, LU, Solite, and Oreo. This will empower 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.

Mondelez Kinh Do has introduced eco-friendly packaging materials with mindful portion labeling on its snack products. Photo courtesy of Kinh Do

In their quest for mindfulness, Mondelez Kinh Do also considered the environmental impact of their products. They introduced eco-friendly packaging materials and worked tirelessly to reduce their carbon footprint. By doing so, they aligned their 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. The company has also built the Snack Mindfully website to provide resources, tips, and information on mindful snacking.