Mondelēz 2021 Snacking Made Right Report: Mindful Snacking

Jul 5, 2022 11:00 AM ET
By the end of December 2021, 18% of packs globally included the Snack Mindfully portion icon1. We also plan to invest in a digital consumer education campaign to reach even more people with practical tips and tools to help them snack mindfully.

Mondelēz 2021 Snacking Made Right Report

We want to help everyone to snack mindfully, so they can savor each bite, enjoy each moment, and experience more satisfaction from our snacks.

Helping People Snack Mindfully

Mindful snacking is about eating with intention and attention, focusing on the present moment, and savoring how the food tastes so you really enjoy it. In short, it’s about making the most of snacking in-the-moment. We want to educate consumers about how to snack mindfully and inspire satisfying snacking experiences.

We help people snack mindfully in many ways – from on pack cues and information to brand-inspired tips, digital resources and programs, and health and nutrition professional community partnerships.

Our Snack Mindfully website provides resources, tips and information on mindful snacking. We have also partnered with renowned mindful eating expert, Dr. Susan Albers, Psy.D., on consumer-friendly videos that explain mindful snacking and how to practice it, which are available on the website.

Six Simple Steps

To help everyone snack mindfully, we’ve identified six simple steps that add up to fully enjoying the snacking experience.

  1. Know what you want
  2. Be aware of portion and moderate it
  3. Be present in the moment
  4. Enjoy and appreciate the snacks with all your senses
  5. Be aware of your hunger, fullness and satisfaction level
  6. Reflect on your whole eating experience

The Benefits

Research shows that mindful snacking helps lead to:

  • A positive relationship with food by making deliberate and conscious food choices2
  • More satisfaction and pleasure from the food by savoring with all the senses3
  • Better management of food portions and less likely to overeat by paying attention to hunger and fullness feeling4

Piloting a Mindful Snacking App

In 2021, we launched a Mindful Snacking web app pilot in the U.S. providing 30 days of consumer-centric mindful snacking tips, microactions and community-building as part of a consumer behavior change curriculum. We codeveloped the app with external mindful eating and nutrition expert Megrette Fletcher, MEd, RD, CDCES. It takes users through the 30-day program by sending daily mindful snacking tips and micro-actions straight to their phone. This pilot offered a great way for us to learn more about how to best reach consumers with this type of information. #moresnackingsatisfaction

Hosting Mindful Mornings

In the U.S., we hosted Mindful Mornings with belVita, a webinar for influential social media dietitians covering the science and practice of mindfulness so they can help those consumers they reach snack more mindfully. The webinar was well-received, with approximately one million consumer impressions on social media, and 81% of attendees saying they will ‘definitely/ probably will’ recommend Snack Mindfully steps specific to belVita Breakfast Biscuits.

Highlighting the Issues in a Podcast

In the UK, we launched the MDLZ Bite podcast, on which we featured information on mindful snacking to help consumers find the right balance during a challenging time during the pandemic.

Championing Mindful Snacking in Malaysia

To help champion the mindful snacking movement in Malaysia, we carried out an online survey in 2021 to understand consumer snacking behavior. We led virtual mindful snacking discussions with stakeholders and worked with the media to raise awareness.

Providing Handy Tips to Consumers

Our brands play their part in providing tips to consumers on mindful snacking.

Building on our achievements to date, we will continue to innovate and test new ways to help and guide consumers so they can enjoy getting more out of snacking mindfully.

Read more in the Mondelēz 2021 Snacking Made Right Report

1 Reported against a baseline of total active (real-time) number of stock keeping units (SKUs) in our specification system (PLM)
2 Alberts et al., 2012; Katterman et al., 2014; Hendrickson et al., 2017; Camillieri et al., 2015; Gravel et al., 2014
3 Hong et al., 2014; Arch et al., 2016; Cornil & Chandon, 2015; Hetherington et al., 2018
4 Oldham-Cooper et al., 2011; Higgs et al., 2011; Mittal et al., 2011; Robinson et al., 2014; Daubenmier et al., 2016