When Kraft Foods announced in March that it would name its new global snack business “Mondelēz” as part of its upcoming corporate split, the world basically snorted in disdain. Say what? The pronunciation isn’t even exactly clear. Kraft says it's supposed to be pronounced "Mohn-dah-LEEZ," please.

Some crafty exec came up with the idea of combining the Latin words for “world” and “delicious.” It was a high-faluting idea that got dragged down through the gutter pretty quickly.

Shareholders in the company will get their chance to give their opinion on the name at the company's annual general meeting on Wednesday that will decide whether the maker of Oreos and Fig Newtons (sorry: Newtons) should be housed under the proposed Mondelēz name or not, according to the Associated Press.

A new name is necessary because Kraft is separating into two entities, one that needs a new name for the half that will house its global snacking brands, while the Kraft name will be used for the half housing its North American CPG/grocery brands. So the new name, whether it ends up being Mondelēz or not, must work for a worldwide audience.Continue reading...

Fig Newtons have always played second fiddle to Oreos, beginning when both were Nabisco products and continuing once Kraft took over Nabisco. But now it looks as though Kraft may finally have landed upon a way to spotlight the quirky Newtons family of products and lend them an identity that surely will move them out of the shadow of Oreos — as a better-for-you snack.

New TV commercials for Newtons — as Kraft now calls the cookie formerly known as Fig Newtons — show fresh strawberries, raspberries and blueberries as well as emphasize that Newtons now are made with whole grains. It's part of an effort to move beyond the cookies' original (and still-offered) fig filling.

"And now, another Newtonism," intones the voiceover in one ad, for a new triple-berry filling. "Never beat around the bush — you'll just squash the berries." The ad closes with Newtons' new tagline, "One unique cookie."Continue reading...