Mondelēz plans to reshape its portfolio, sells Trident and Halls

Mondelēz International has announced plans to reshape its brand portfolio, including the sale of its chewing gum business in developed markets and of Halls cough drops. 

The company, which will keep its gum brands in emerging markets, plans to accelerate growth and focus on chocolate, biscuits and baked snacks, with the aim of generating 90% of its revenue from those categories.

The sale of the gum business, which includes the Trident and Dentyne brands, has been decided following a strategic review process. Plans to divest the Halls cough drop business have also been confirmed.

The Cadbury producer will continue to operate other brands within its candy business.

Dirk Van de Put, chairman and CEO of Mondelēz International, said in a statement: “Our competitive advantages in the marketplace and focused strategy on global snacking leadership give us great confidence in our ability to sustain strong top- and bottom-line growth for many years to come”.

“Building on our category leadership, favourable geographic footprint, and the power of our iconic brands, we are well-positioned for stronger growth in the decade ahead,” Van de Put continued.

Mondelēz CFO, Luca Zaramella, added: “Consistent delivery against our financial commitments, investment in the long-term health of our brands and the capabilities of our people – combined with our key competitive advantages – position us well to create significant value for our stakeholders”.