The firm is best known in Bangladesh for its imported powdered beverage brand Tang, which has been a market leader in Bangladesh since 1995.
However, it now wants to introduce more of its global portfolio to cash into growing demand for snacking and on-the-go products.
Kallappa Pattanashetti, who was previously with Mondelez in India, will lead the Bangladesh operation.
“With our existing experience in Bangladesh, we see tremendous opportunity to bring in our much-loved products to this region and continue to grow here,” Pattanashetti said.
“We have inaugurated our corporate office in Dhaka, rolled out billing systems and are currently in the process of establishing a new warehouse. Over the next two years, our focus will be to invest in building our route-to-market and growing market share for our much-loved brands.”
While Bangladesh doesn’t yet rank in the top 15 fastest-growing snacking markets globally, many analysts have highlighted that it will continue to be emerging nations that will power the segment.
According to Nielsen, sales growth in non-essential categories, like snacks, is a good indicator that consumers in these countries are ready and able to spend beyond the bare necessities, providing an incredible opportunity for FMCG companies in these markets.
The market research firm points out that the global snacking business grew by US$3.4bn last year.
Lasting legacy
Meanwhile Mondelez has been markeing the 70th anniversary of its India business.
The company entered the market with Cadbury Dairy Milk and Bournvita.
“These two brands continue to be leading household names today and created a legacy that has stood the test of time for 70 years, truly defining the taste of chocolate and malt-based drinks for Indians,” it said.
India is also home to its largest manufacturing plant in Asia-Pacific at Sri City in Andhra Pradesh, which was inaugurated in 2016. The firm employs 4,500 people nationwide.
"It has been a truly magical journey for our company in India – today and in the past. Imagine providing the first taste of chocolate to Indian consumers way back in 1948 and since then carrying on the legacy and leadership by defining the taste of chocolate even today,” said CEO Dirk van de Put.
“As the business continues to power ahead building on its legacy and transforming the future, it is our 4,500 colleagues that are at the forefront. Their efforts in bringing successful innovations to market, driving manufacturing productivity, increasing distribution and improving in-store execution, building eCommerce, developing cutting-edge marketing are the engines that drive the success of our business in India.”
