‘Act of madness’: Critics pan Kraft’s new name

Mondelez International is the new name of Kraft’s global snack company, and it has its share of critics. What do you think of the rebranding effort?

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That’s the name—spelled phonetically—of Kraft’s new global snack company. It’s actually Mondelez International, which is a mash-up of the French word monde, meaning “world,” and the Spanish word delez, a fun interpretation of “delish.”

Kraft chose the name for its snack division, which reportedly has more global appeal—hence the international name. If Kraft shareholders approve the new name in May, Mondelez will be the umbrella company for Oreo, Cadbury, Nabisco, Trident, and others.

What’s the reaction?

Business Insider called it “an act of madness.” A Twitter user referred to the new name as “beyond awful.” Pat Kiernan, the NY1 news anchor, called it the “WTF of the Day.” Others on Twitter said it reminds them of Vandelay Industries, the fictional company where George Costanza on “Seinfeld” claimed to work.

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