In 12 days, it will be two years since Mondelez International announced a deal to buy Chipita for approximately $2 billion on May 26, 2021, ending the American snack giant’s “siege” on the Greek company, a “siege” that has lasted at least three years until Spyros Theodoropoulos and the Olayan group said yes to Dirk van de Put, President and CEO of Mondelez International. Today, Konstantinos Sotiropoulos, General Manager of Mondelez Hellas, responsible for the Greek and Cypriot markets, in his first interview since taking office in 2022, talks about the complexities of the merger project, about the benefits they received. Mondelez brands in Greece, using Chipita’s huge distribution network for the new markets that Chipita’s products enter, precisely because they are now owned by the American snack giant. Today, in an interview with K, he reveals the next investment plans for Mondelez International in Greece, plans that will make our country the center of international development and innovation in the snack category. It is worth noting that according to Mondelez International’s announced financial results for fiscal year 2022, the net profit from Chipita was $651 million. The American group has been present in Greece since 1988 as Kraft Foods and earlier as Jacobssuchard. It is noted that Kraft Foods was renamed Mondelez International in 2013. Prior to the acquisition of Chipita, it already had production activities in Greece and the historic chocolate factory Pavlidis on Piraeus Street, in the Petraloni area.

“This particular agreement marked the addition of a very successful Greek company to one of the largest snack companies in the world with a presence in over 150 countries and net revenues of approximately $31 billion for 2022. two different organizations need a period of adjustment and harmonization. Culture, know-how, infrastructure, processes are some of the important parameters that need to be integrated and assimilated. But an extremely important component of success lies in the living material, in our people, thanks to which companies become great and stand out. It is clear that there are objective difficulties, and this is reasonable, since we are talking about the merger of two large companies that are very successful in the categories in which they were active and with different modes of operation. But this diversity is our competitive advantage and our differentiator.

“First of all, the acquisition of Chipita was one of the most important investments in Greece, which served as a catalyst for changing our presence in the Greek market.

We are the leading and currently one of the largest snack companies in Greece, present in more than 10 product categories, leading most of them in the hearts and preferences of consumers.

At the same time, our presence in the Greek market is supported by three production plants. The historic Pavlidis factory in the center of Athens and the Lamia and Larissa factories, which were added after the acquisition of Chipita. In addition, it has enabled us to build a new sales network that allows us to visit more than 20,000 outlets every month, ensuring the proper presence of our products in the market.

Most importantly, however, there are around 1,000 extremely talented and passionate employees who go above and beyond every day in line with our company values, goals and vision.

Our vision for 2030 is to become the world leader in snacks.

– In addition to changing our presence in the Greek market, the evolution of our organization has become a springboard for further investments in our various areas of activity in Greece.

Currently, Greece is the location of the South and Central European hub, including the markets of Greece, Bulgaria, Romania and the markets of the Western Balkans.

At the same time, we are building an international baking research and development center, which is combined with investment in related equipment and the creation of new jobs.

Finally, we are implementing a European Cyber ​​Security Center, which will also be located in Greece.

“Our vision for 2030 is to become a global leader in snacks, with a focus on chocolate, biscuits and baked goods. The products that have been integrated into our company’s portfolio since the acquisition of Chipita and that we will use using our brands and distribution networks that we have in different countries will undoubtedly contribute to this vision.

Our beloved Bake Rolls are already present in markets such as Italy, Belgium and Germany under our highly successful international brand Tuc, as well as in France under the Belin brand, which is one of the most successful savory snack brands in the French market. .

The above is just the beginning.

Despite precision, snacks do not cut

“Significant increases in the cost of energy and raw materials, as well as particularly high inflationary trends throughout the supply chain, have significantly affected the cost of manufacturing our products, as has happened across the food sector and other categories internationally.

Considering the exceptional quality of our products as an undeniable value, we have begun to gradually increase prices, covering part of this cost, while at the same time continuing to offer consumers and investing in the availability and promotion of our products, wanting to be consistent in our goal of offering the right snacks at the right time, prepared in the right way.
As for the future challenges of rising costs, I think it is difficult to make a safe prediction, but for our part, we will do everything possible to ensure that the consumer can continue to enjoy their favorite snacks, which are affordable and necessary pleasures in their lives. daily life.

– During periods of rising prices or a general decline in disposable income, consumers tend to reduce the so-called “spontaneous purchases”, which usually affects the category of snacks. Did you find something similar in the Greek market?

Mondelez International has announced the results of its 4th annual snack survey, which examines how consumers make decisions about their consumption. In particular, this year’s report explores how current economic challenges are affecting consumer choices around the world. Most respondents continue to prioritize their favorite snacks despite rising costs and financial challenges. The findings also show their increased role as they increasingly replace traditional meals in the lives of consumers. It is significant that 71% of consumers buy at least two snacks a day, and 55% replace meals with a snack.

As for the Greek market, most of the categories of snacks in which we operate are increasing in price, and at the same time, we have managed to increase the value of our products in recent months on them.

Sustainability, Equity and Inclusion are Our Indispensable Principles

– The principles of sustainable development, equality, diversity and inclusiveness are the immutable principles and values ​​of Mondelez at the international level and, of course, are fully reflected in Mondelez Greece. Personally, I believe that the principles and values ​​of our society itself, as well as the unique way of developing our economy, should become indisputable.

At Mondelez, we strive to create and maintain a workplace where differences are valued, everyone can be themselves and, above all, respect, safety and support.

In addition, we are committed to making our snacks the right way, protecting the planet and respecting human rights. Creating a future where people and the planet thrive together means a competitive and diversified sustainability strategy focused on what matters most – sustainable sources of our primary raw materials, cocoa and grains. Cocoa Life, launched 10 years ago, is Mondelez International’s global cocoa sustainability program. Cocoa is the foundation of our chocolate and is vital to our business, which is why we strive to do it right. This means working together to address the complex challenges that cocoa producers and their communities face, including climate change, gender inequality, helping to alleviate poverty and child labour. We work in cocoa producing countries with our partners to help empower men and women whose livelihoods grow cocoa, focusing on where we can work together and how we can make a difference to empower by helping transform cocoa into a more sustainable business. , building strong communities, and conserving and restoring forests.

– Concluding the interview, what main points would you like to summarize?

– Through our new organization, our expanded product portfolio and our superior human resources, we intend to continue our dynamic growth, strengthen our internal culture with a commitment and focus on three dimensions: to be the provider of choice for our customers, to be the employer of choice for our people and for our consumers to continue to offer them the pleasure of our favorite products.