Mondelez Kinh Do outlines its strategy for sustainable growth in Vietnam, combining global scale, local insight, innovation, digitalization, and people-focused investment.

Vietnam’s snacking
industry is entering a transformative phase, driven by a young population,
rapidly evolving consumer preferences, and a market that consistently rewards
innovation. In this context, Mr. Vaibhav Bhanchawat, Vice President and Managing Director of Mondelez Kinh
Do Vietnam, sees not only strong business opportunities but also a broader
responsibility to contribute to Vietnam’s long-term, sustainable growth.

Leading the market with integrated strength

Vietnam has emerged
as one of Asia’s most dynamic markets, not only because of its growth potential
but also due to increasing diversity across sales channels, regions, and
consumption occasions. As the market matures, growth is no longer determined by
scale alone, but by how effectively companies execute across channels and
deliver consistent value to consumers.

Against this
backdrop, portfolio relevance, effective route-to-market execution, and the
ability to respond quickly to shifting demand have become critical to
sustaining growth. For Mondelez Kinh Do, these dynamics reinforce the
importance of combining the scale and expertise of a global leader with the
agility and local responsiveness of a strong domestic player.

“For a global
organisation with extensive scale and expertise like Mondelēz International,
this creates fertile ground to test, refine, and accelerate innovation.
Combined with the resilience and problem-solving mindset of Vietnamese talent,
Vietnam offers a powerful platform for the next phase of Mondelez Kinh Do’s
growth.”, shared Mr. Vaibhav.

Mondelez Kinh Do’s
evolution in Vietnam has been shaped by its ability to harmonise global
standards with local heritage. Its portfolio includes iconic Vietnamese brands
such as Kinh Do, Cosy, Solite, Slide, and AFC, alongside global names including
Oreo, Ritz, LU, Cadbury, and Toblerone. This combination allows the company to
preserve cultural relevance while expanding consumer choice through world-class
snacking experiences.

While scale provides
the foundation, execution ultimately drives growth. Beyond portfolio
development, Mondelez Kinh Do continues to strengthen its go-to-market
capabilities to ensure quality snacking products are accessible nationwide.
Brands such as Solite demonstrate this strategy by successfully bridging urban
and rural preferences, supported by a distribution network that reaches
hundreds of thousands of retail points across Vietnam.

To further enhance
execution at scale, the company is accelerating digital transformation through
AI-enabled tools, retail intelligence, and digital sales enablement. These
capabilities support improved on-shelf availability, optimized assortments by
channel, and greater operational efficiency, helping Mondelez Kinh Do deliver
consistent quality while remaining price competitive.

Innovating through deep consumer understanding

Guided by its
purpose of “empowering people to snack right,” and anchored in deep consumer
insights, Mondelez Kinh Do is shaping a strategic roadmap focused on portfolio
relevance, innovation, and cultural connection.

“Our priority is to
keep strengthening the brands that generations of Vietnamese have grown up
with, while bringing in high-quality global products that meet evolving
expectations.” Mr. Vaibhav added.

Vietnam’s snacking
market offers exceptional potential, with 95% of consumers snacking at least
once a day, according to the State of Snacking Report. While motivations such
as nourishment, indulgence, and healthier choices are broadly shared across
markets, Vietnam stands out for the specific moments and sensory experiences
consumers value. This places greater emphasis on packaging, texture, flavour,
aroma, and the overall sensory journey.

Translating these
insights into meaningful innovation requires both global capability and local
relevance. Mondelēz International supports this effort through its regional
RD hub in Singapore, which combines advanced technologies with deep
expertise in Asian consumer behaviour. One clear example is the mooncake
portfolio, a category unique to Vietnam within the global Mondelez system,
developed using global RD processes while remaining firmly rooted in
cultural authenticity.

Digitalisation is
also being accelerated, with AI-powered tools, retail intelligence, and digital
sales enablement helping ensure the right products reach the right consumers at
the right time.

“Vietnam represents
a market where innovation and cultural understanding must go hand in hand. By
combining our global RD and digitalization capabilities with deep local
insights, we can create products that truly resonate with consumers while driving
long-term growth”, Mr. Vaibhav emphasized.

Strategic investment for sustainable growth

Mondelez Kinh Do’s
next chapter is defined by its long-term investment strategy. The company is
strengthening its competitive advantage across multiple areas, including
operational sustainability, brand building, and the development of a
future-ready workforce.

“Long-term success
requires more than operational excellence, it comes from investing in
capabilities, in sustainability, in our brands, and in our people. When these
elements move together, they create the momentum that drives enduring value for
consumers, communities, and the broader market.”, Mr. Vaibhav emphasizes.

To operationalise
this vision, Mondelez Kinh Do has modernised its operations, embedding
sustainability across the value chain. In line with Mondelēz International’s
2030 goals, the company is advancing progress across four sustainability
pillars: packaging, ingredients, climate, and social impact. It has achieved
100% recyclable packaging, increased the use of sustainably sourced ingredients
such as cage-free eggs, and delivered measurable reductions in CO₂ emissions,
water consumption, and food waste. Its inclusion in the Top 100 Most
Sustainable Businesses under the Corporate Sustainability Index (CSI) program
for the fourth time underscores this ongoing commitment.

Brand building
remains a critical investment in Vietnam’s competitive and fast-evolving
market. At the same time, Mondelez Kinh Do continues to strengthen its
route-to-market capabilities and talent ecosystem, equipping teams,
distributors, and retailers with new skills and digital tools to enhance
execution excellence.

At the core of these
efforts is a people-first philosophy. Mondelez Kinh Do remains committed to
cultivating a diverse, skilled, and future-ready workforce capable of driving
meaningful transformation. This commitment has been recognised through honours
such as the HR Asia Awards and Anphabe’s Best Places to Work in Vietnam,
reinforcing the company’s position as one of Vietnam’s most admired employers.

By integrating
innovation, operational efficiency, strong people practices, and environmental
responsibility, Mondelez Kinh Do is laying a future-ready foundation for
sustainable, long-term growth. This approach positions the company not only to
navigate Vietnam’s evolving consumer landscape but also to play a defining role
in shaping the next phase of sustainable development in the country’s snacking
industry.

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