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Mondelēz International exceeded expectations in the second quarter of 2025, with organic net revenue increasing by 5.6%. However, while the company experienced strong growth internationally, it faced challenges in North America, particularly in the U.S., due to consumer concerns about personal finances, job prospects, and inflation.
Despite the economic uncertainties, Mondelēz’s savory snacks portfolio, particularly Ritz crackers, has been a bright spot. Ritz saw growth in household penetration, market share within the cracker category, and overall sales, making it one of the fastest-growing brands in the savory category. Steven Saenen, the category president for savory at Mondelēz, highlighted Ritz’s strong foundation and iconic status, with nearly half of American households having Ritz products.
To continue this growth trajectory, Ritz is focusing on connecting with consumers through cultural marketing initiatives. The success of Ritz could serve as a model for other savory snack brands within the Mondelēz portfolio, driving overall growth for the company.
Recently promoted to category president, Saenen discussed Mondelēz’s plans for Ritz and the broader portfolio in an interview with Marketing Dive.
The following interview has been edited for clarity and brevity.
MARKETING DIVE: How is the marketing strategy evolving for Ritz?
STEVEN SAENEN: Our goal for Ritz’s next phase of growth is to transition from a classic cracker to a modern savory snack brand. We aim to be a leading brand in the broader savory space, reinvigorating the crackers category in the process.
To modernize the brand, our strategy includes culturally driven marketing, bold innovation, and omnichannel presence to meet consumer demand.
What does culturally driven marketing look like for Ritz?
Our marketing initiatives include partnerships with organizations like the NCAA, individual athletes such as JuJu Watkins and George Kittle, and collaborations with cultural icons like Bad Bunny. These efforts aim to engage multicultural consumers and create authentic connections with diverse audiences.
How is Mondelēz meeting consumers’ evolving tastes in snacking?
Mondelēz has split its categories to focus on sweet and savory snacks separately. The savory portfolio, including brands like Ritz, Triscuits, Wheat Thins, and Good Thins, is dedicated to meeting consumer needs for value, convenience, flavor, and better-for-you options.
The company’s vision is to establish Mondelēz as a leader in the evolving savory space, providing innovative solutions to cater to changing consumer preferences.
Speaking of value, how do you make that pitch with a name brand?
Mondelēz continues to invest in media and innovation to stay relevant and attract consumers to the category. The company offers value through larger formats, convenience, freshness, and competitive pricing, addressing various aspects of value that are important to consumers.