Mondelēz has established itself through well-known household products like Oreo, Ritz, and Triscuit, but the snacking powerhouse is gearing up for a future where consumers increasingly seek variety and, in many cases, healthier options. Approximately a year ago, Mondelēz made an investment in Torr, and now, a year later, it is leveraging the company’s innovative technology for one of its smaller brands, representing a low-risk strategy for future growth.
Rob Hargrove, the executive vice president of research, development, and quality at Mondelēz, noted that these new products introduce several firsts for the company. Torr marked SnackFutures’ initial investment in food processing technology rather than a specific food brand. This initiative also aligns with Dirt Kitchen, one of the first brands developed in-house by Mondelēz’s incubator as part of a broader strategy to identify and nurture emerging snack brands. Moreover, the new bars feature a unique multi-texture while preserving the nutritional values of the original ingredients, as they are not exposed to high temperatures. “It’s a texture that I don’t think consumers have really experienced before in any of their snacking,” Hargrove stated in an interview. “We’re excited about the potential for this technology. We’re going to know in six months whether our excitement is well founded.”
Since launching SnackFutures in 2018, Mondelēz has successfully created and introduced five brands in the U.S. and Europe: CaPao, Dirt Kitchen Snacks, Millie Gram, NoCOé, and Ruckus and Co. They have also made minority investments in Uplift Food, Hu, and Torr. In January, Mondelēz acquired Hu, known for its premium snacks and chocolates made from simple ingredients.
The application of Torr’s technology exemplifies innovative thinking that could pave the way for the next great product or, at the very least, provide Mondelēz with valuable insights to enhance its portfolio. The new bars serve as fresh evidence that incubators like SnackFutures are not merely focused on investment but are also actively exploring unique ways to differentiate themselves in a competitive snacking landscape where consumer preferences are continually evolving.
Hargrove expressed optimism that the new bars utilizing Torr’s technology are a test, which will undoubtedly undergo further refinement. He believes this technology could eventually be applied to other Mondelēz brands, including potentially some of its larger existing ones. “I would be foolish not to have that mindset with such good technology as we start out small to think about what might be,” he remarked. “If we get the consumer response that we are excited enough to dream about at this stage, I think those sorts of ideas would definitely be on the table.”
Roy Naaman, CEO and co-founder of Torr, emphasized that while the technology “opens the door to bring more different flavors, different visuals, and a very interesting texture” to a healthier brand, consumer feedback will be crucial in developing a snack that can endure, especially one that pushes the boundaries of snacking. “It doesn’t matter how much you plan in the most efficient way — you always get new inputs from consumers,” Naaman stated. “The technology, of course, is powerful; it’s at the heart of our company, but satisfying consumers and creating snacks that they enjoy is the ultimate goal. If people don’t buy it, then your technology won’t help serve the world with better snacks.”
With the introduction of these innovative snacks, Mondelēz is not only looking to cater to the demand for healthier options but also to incorporate essential nutrients like lifetime calcium and magnesium into their products, thereby enhancing the overall nutritional profile. As they explore the potential of Torr’s technology, the focus remains on delivering snacks that resonate with consumers and align with their evolving preferences for health and wellness.