Mondelēz International Collaborates with Startups and Retailers for Shopper Futures Program

Mondelēz International has selected eight startups to participate in the company’s Shopper Futures program. Shopper Futures, Mondelēz International’s breakthrough innovation initiative, brings together leading retailers, ambitious entrepreneurs and its own Power Brands to help transform the consumer retail experience, company officials say. The company received hundreds of applications from startups across the U.S. and Canada. After a rigorous evaluation process, 18 startups were invited to a Pitch Day to present and meet with participating retailers and brand intrapreneurs. The eight selected startups will now work with major retailers in collaboration with Mondelēz International brands to bring in-market pilots to life over the next 90 days. Those collaborations are:

“We’re thrilled to be working with some of the most ambitious entrepreneurs and retailers across North America, to help shape the future of retail both in-store and online,” says Kim Yansen, director of field shopper marketing. “The caliber of participating startups is truly incredible. Through our 90-day collaboration process, we’re looking forward to putting real solutions in market to solve pressing retail challenges and help unlock growth for our retailers and categories." Shopper Futures is the fourth global iteration in the Futures series, building on the success of Mobile Futures, a Mondelēz International initiative launched in 2012 that paired its brands with select startups to accelerate existing mobile innovations and incubate new ventures. Kicked off by several days of “Immersions” at each startups’ headquarters, the teams will work together to build programs to pilot within 90 days. By harnessing each startup’s entrepreneurial spirit, the retailers’ commitment to testing innovative ideas, and Mondelēz International’s brand and shopper marketing expertise, the goal of Shopper Futures is to develop scalable shopper learnings and solutions by the end of 2015—all while continuing to infuse a spirit of intrapreneurship internally at Mondelēz International. “The traditional consumer path to purchase has been completely disrupted by technology,” says Kristi Karens, director of media and consumer engagement, Canada. “Through Shopper Futures, we’re looking to scale ideas quickly and to turn the store environment into a media opportunity where we can engage with active audiences.” Following the launch of each pilot, Mondelēz International will study both the tactical and cultural success metrics from each pilot, and identify potential collaborations for scale.