Why Mondelēz, the snacking giant behind Oreo and Wheat Thins, is taking on gut health: by chloesorvino
Uplift Food currently sells one product, a powdered supplement which mixes prebiotics with probiotics.The world’s largest snacking company just joined the wellness race. Mondelēz International, the publicly traded $26 billion conglomerate that sells Oreo, Ritz, Wheat Thins and Tate’s, announced Thursday that it purchased a minority stake in Uplift Food, a startup that sells a powdered daily fiber supplement infused with prebiotics and probiotics.
“The growing consumer interest and awareness in prebiotics is something we’re still on the very early side of. In snacking, it’s nascent,” Mondelēz chief growth officer Tim Cofer told. “Gut health is poised for explosive growth. The trick will be having that reassurance of efficacy with a product that is delicious.”Kara Landau founded Uplift Food in 2018 after years of research into prebiotics and how they can be used to manage stress and wellbeing.
. Recent studies have indicated that dietary changes that combat inflammation, like using pre- and probiotics, can help patients with depression find some relief. “Ultimately, I want people to live their healthiest lives,” says 32-year-old Landau. “Most of the supplements out there in the mood space just gave probiotics and most of the prebiotics are only in digestive products. We want to create a combination of nutrients.”.
This is the first investment by Mondelēz’s new venture capital arm and independent innovation hub, called. It launched in November 2018, years after many of Mondelēz’s competitors already started investing in startups as a way to drive growth. General Mills, for example, created its 301 Inc. fund in 2012, and it has already invested in 15 different startups, from probiotic beverage brand GoodBelly to organic cottage cheese maker Good Culture.
“How can we be faster and take new risks?” asks Cofer. “In terms of the hunting grounds, there are three areas we’re most interested in: well-being, premium and digital. It needs to fall within the snacking domain. There will be others to follow.”
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