Mondelēz International Takes a Bite of China’s Tasty Chocolate Market | 2016 Press Releases | China | Mondelez International, Inc.

Milka Launch Press Conference

Tender Milka Chocolate Set to Melt Consumer Hearts in China

New Chocolate Brand Milka Now on Store Shelves across China

Shanghai, October 25, 2016 – Mondelēz China’s Milka Chocolate brand launch event “Discovering a Piece of RongQing” was held with great fanfare in Shanghai today. During the two-day consumer and media engagement activities, Milka constructed an elaborate pure and fresh Alpine World for participants to experience the wonderful “Journey to Tenderness” that highlighted Milka chocolate’s unique tender taste, pure milk sourced from the Alpine area and its 100-year history. The President of Mondelēz China, Stephen Maher, attended the launch event disguised as a “Milkman” living in the Alpine area to tell the story of Milka’s historic tenderness.

As one of the billion dollar brands of the Mondelēz International family, Milka chocolate, which originated in the European Alpine area in 1901, is widely popular among customers in more than 30 countries. It is Milka’s insistence on using pure milk sourced from the Alpine areas that has enabled Milka chocolate’s tender taste to last for over a hundred years. Mondelēz China has attached great importance to Milka chocolate as a brand new category in the China market. A newly built production line has already been set up in Suzhou to meet the demands of the local market.

Stephen Maher said at the launch press conference: “we are very happy to bring such a core brand, Milka, from the Mondelez International family to China, the introduction of which symbolizes a new category of chocolate bursting onto the China market. This launch has seen 360-degree groundbreaking innovations, including the creation of a local recipe tailored to Chinese customers’ palates based on our test results; new packaging such as sharing and gift packs; new marketing tactics including media platforms and interactive ways to convey our product messages to consumers; and new sales channels incorporating both online and offline customer partnerships. Milka brings not only high quality chocolate with tender taste to Chinese consumers, but also soft and tender emotions and warmth stirred by our tender taste, which is exactly what we need in such busy daily lives.

Extensive research conducted by Mondelēz ahead of the brand launch showed that with the fast-paced development in China over the past few decades, people now live busier lives and seldom have the opportunity to express emotions to family or friends. While in fact simple actions like sharing with others can help relieve pressure and raise the level of happiness. In addition, chocolate has always been regarded as the most suitable gift to convey love and friendship. In terms of per capita consumption of chocolate, China still has huge room for growth and the potential to eventually match levels in Europe and other countries. Therefore Milka has strong confidence to explore the Chinese market’s potential with its high-end quality product mix.  

“To keep Milka’s signature tender taste, the milk from the Alpine area is still the main dairy ingredient used in Milka chocolate sold in China,” said Hanna Makarenkova, Marketing Director, Chocolate Category of Mondelez AEMA.“Through Milka chocolate, we also would like to propagate a new consumption concept which is to encourage sharing chocolate with friends and family, thereby spreading RongQing among each other. Furthermore, we will also be dedicated to creating new consumption occasions in China to cultivate demand.”

Milka has already begun its consumer experience activities in major cities nationwide. Not only can consumers taste the melt-on-the-tongue chocolate for free, but also experience the beautiful scenery of the farms in Alpine areas through Milka VR glasses. The four popular Milka chocolate flavors on sale are: Milka Milk Chocolate, Milka Dark Chocolate, Milka Hazelnut Milk Chocolate and Milka Cream Filling Milk Chocolate.


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About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2015 net revenues of approximately $30 billion.  Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; and Trident gum.  Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow us on Twitter at www.twitter.com/MDLZ.

About Mondelēz China

Mondelēz China (formerly Kraft Foods China) entered the China market in 1984. Headquartered in Shanghai, Mondelēz China is a leading company in the snacks business, including biscuits, candy & gum and beverages. With more than 6,000 employees, Mondelēz China has established seven manufacturing plants in Beijing, Suzhou, Shanghai, Guangzhou and Jiangmen. The Chinese name Yi Zi (亿滋) represents the company’s vision to bring an abundance of deliciousness to consumers. Official website: www.mdlz.cn; Weibo: www.weibo.com/mdlzchina; WeChat: MDLZchina.