Mondelēz to acquire Undercover Snacks, expanding better-for-you portfolio

· Agriculture & Food · United States

Mondelēz has agreed to acquire Undercover Snacks, the maker of quinoa-based crisps, as the Oreo owner pushes deeper into healthier snacking. The deal was reported by Food Dive, which cited CEO Dirk Van de Put saying the company's portfolio "needs to evolve towards healthier snacks." Financial terms of the transaction were not disclosed in the report, and no timeline for closing was given. The acquisition adds a small, better-for-you brand to Mondelēz's largely confectionery and biscuit lineup at a time when large packaged-food companies are under pressure to respond to consumer demand for snacks with simpler ingredients and nutritional claims. For a newcomer, Mondelēz is one of the world's largest snack and confectionery groups, and bolt-on deals for niche health-focused brands have become a common way for such companies to reposition their portfolios without large-scale restructuring.

Why it matters：The deal illustrates how major packaged-food groups are buying small health-focused brands to offset slowing growth in traditional confectionery and snacks, a trend that shapes which upstart brands attract acquisition interest.

Key points

  • Undercover Snacks makes quinoa-based crisps positioned as better-for-you snacks.
  • Mondelēz CEO Dirk Van de Put said the portfolio needs to evolve toward healthier snacks.
  • Deal terms and closing timeline were not disclosed.

Sources (original reporting)

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