Mondelēz Buys Majority Stake In Sports Nutrition Firm Grenade

March 23, 2021: 12:00 AM EST

The Chicago-based snacks company’s investment in the U.K. sports-nutrition business is a step further into the healthier foods segment, but it may prove “problematic.” “Mondelēz is continuing to try to tap into the increased desire among a growing number of consumers to buy better-for-you products,” writes Just-Food editor Andy Coyne, “a trend underway before COVID-19 but which has been exacerbated by a renewed interest in health and wellness linked to the virus.” Mondelēz reportedly paid about $277 million for Grenade, which markets better-for-you snacks, including high-protein, low-sugar bars, shakes, and drinks targeting the physically active. Mondelēz suggests the purchase of a "significant majority interest" in Grenade "enables expansion in broader snacking and fast-growing well-being segments." But some analysts suggest the investment may prove difficult for Mondelēz. Said one observer: "The Grenade branding is likely problematic for [Mondelēz] rather than complementary, especially if they want to build big in the U.S.”

Andy Coyne , "Has Mondelēz boosted health of snacks portfolio with Grenade?", just-food global news, March 23, 2021, © just-food.com

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