Greenhouse salty, bakery dreams and cakes are gaining a competitor on an industrial scale. Mondelez (), owner of BIS and Lacta brands, announced the entry into the roasted snack market with 7days stuffed croissants, in line with a trend of “snackification“.
The brand arrives in Brazilian stores in October, NA, both brands of the group we, Joint Venture between Raízen and FEMSA. At first, 7Days’s so -called “croissant bread” will be marketed only in the southern region and in São Paulo.
The movement is part of Mondelez’s global strategy to lead the world’s roasted snack market, estimated at $ 97 billion. In Brazil, part of the company’s ambition to double its business by 2030 undergoes leadership in the category, and investments of R $ 400 million in the expansion of its manufacturing capacity in Curitiba (PR) and Vitória de Santo Antão (PE).
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“Brazil is a big bet, because today it moves R $ 4 billion [em snacks assados]. When we compare with chocolate, it is five times the size of this category, ”says the Vice President of Marketing at Mondelez Brasil, Renata Vieira.“ The opportunity we have is to develop it. ”
She says per capita consumption of cookies and chocolate within homes is in the range of 80%to 90%, while in the new category this number is only 40%. More: it is a market where more than half of the products are handcrafted.
Snack is the name given in English to quick snacks, something to be consumed in transit or easily loaded. It can be a fried drumstick, a bakery dream, or, in the case of Mondelez’s bet in Brazil, a kind of croissant adapted in three sweet versions.
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The company took advantage of the force of two of its main brands regionally to launch 7days in Brazil: a version is stuffed with Lacta milk chocolate, another with white Laka chocolate and the third takes a strawberry jam.
“Chocolate is more in the space of comfort, of indulgence. The cookie has a part of filling and satiety and when we look at the baked snacks, it is a category in the middle, because it delivers this satiety more, but at the same time has the fillings that lead to one side of more comfort,” says Vieira. These are attributes that seem to be part of a global trend that involves from reducing the number of members in families to the Z generation maturing.
The 7days advertising pieces displayed at their launch event are intended precisely to this audience. The idea is to connect with young people whose troubled work routines lead to the preference for faster and ready to consume meals.
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This, but not exclusive of it, has been called “snackification” – or, in an adaptation, snackification.
Data from a survey by The Food Institute with Kantar and Euromonitor show that 6 out of 10 people prefer to include snacks throughout the day instead of consuming only large meals. 65% consider convenience an essential factor when choosing food and drinks.
It was kept in these changes in habits that Mondelez acquired in 2021 the chipita, a croissant company and baked snacks founder of 7days.
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The Greek company founded in 1973 arrived in Mondelez already with annual sales of 1 billion croissants a year and an operation in the Americas and Mexico, but it was only after the acquisition that the preparation for the arrival of 7days in Brazil began in 2023 with a sales pilot in Curitiba.
Since then, Mondelez has adapted the product formula for national taste. “It’s a Croissant unlike Mondelez around the world. It’s the biggest percentage of filling we have on this platform, a more stuffed croissant. We know how the Brazilian is,” says the director of baked cookies and snacks from Mondelez Brasil, Felipe Pedrolli.
Although product distribution starts restricted to the southern region and the state of São Paulo, production capacity would already serve the entire country, but the company preferred to start testing in regions where the cookie and chocolate market is more mature.
“Everything was designed to meet the demand from all over Brazil. It is much more of our learning so that we can later go even more round to the other regions,” says Vieira. Exclusivity with the conveniences of the Noda group lasts until December.
