News: Mondelēz International has made a majority investment in Undercover, a US-based better-for-you snack company known for its chocolate-covered and frosted quinoa crisps. The partnership will support Undercover’s growth, innovation and market reach, leveraging Mondelēz’s global snacking capabilities.
According to the press release, the investment would enable Undercover to accelerate its expansion while preserving the entrepreneurial culture behind the brand’s success. The move adds to Mondelēz’s portfolio of snacking brands and strengthens its presence in the better-for-you snacking segment.
Context:
BFY Remains A Niche Segment: Better-for-you (BFY) products still account for a relatively small share of the US chocolate confectionery market.
Small But Specialized Player: Undercover Snacks remains a relatively small player in the broader US chocolate confectionery market, operating in a category dominated by established brands such as Hershey’s, Reese’s, M&M’s and Ghirardelli.
Established Players In BFY chocolate: Within the US better-for-you chocolate segment, notable players include Justin’s and Russell Stover, which have established brand presence in the category.
[→ See full Chocolate Confectionery report for The United States]