Philadelphia, the new carrier brand for Mondelez International

Arnaud Montebourg is visiting the Mondelez International factory, located in Cestas, in Gironde. If the site is specialized in biscuits, for the group, the new growing sector is… cheese spread.

Arnaud Montebourg is traveling, this Monday, June 10, to Cestas in Gironde, on the theme of the attractiveness of France. The Minister of Productive Recovery will visit, in the afternoon, the factory of Mondelez International, formerly Kraft Foods.

The plant was acquired in 2007 by Kraft Foods, and mainly produces biscuits under the LU brand. Arnaud Montebourg is due to meet Bruno Luisetti, president of Mondelez France.

Mondelez International employs 110,000 people around the world, and markets 165 brands of food products. Among the best known: Milka, Lu, Carte Noire or Philadelphia. In two years, the American spreadable cheese has succeeded in making a place for itself in France.

8% market share

Philadelphia has gone from a century-old brand to a “billionaire” brand. It achieves, on its own, two billion dollars in turnover, or more than 1.5 billion euros. Mondelez International relies heavily on France as a strategic lever for growth. Four million French households have already been won over by this cheese from the United States.

In just two years, Philadephia has succeeded in establishing itself in the cheese spread department, behind St Môret, Boursin or Tartare. The brand has won 8% market share and achieves ten million euros in turnover. And this is just the beginning, the group is giving itself three years to challenge the leader.

What appeals to consumers is its novelty, its practicality, which is both spreadable and cookable. The recipe has been revised especially for the French market.


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