Mondelez International(US:MDLZ) Xi Niu Cai Jing·2025-06-30 11:45Core Insights - The appointment of Zhu Lei, former General Manager of Kraft Heinz China, to lead the frozen cake team at Mondelēz China is seen as a strategic move to strengthen the company's frozen cake business in the region [2][3] - Zhu Lei's extensive experience in the fast-moving consumer goods (FMCG) sector, including roles at AB InBev, Bain Capital, and Boston Consulting Group, positions him well to drive innovation and digital transformation in Mondelēz's product offerings [2] - The integration of the strategic development department into Zhu Lei's management indicates Mondelēz's intention to elevate frozen cakes from a peripheral business to a core growth area, capitalizing on the higher profit margins and growth potential compared to biscuits [2] Company Developments - In 2022, Mondelēz collaborated with Enxi Village to launch the Oreo Cheesecake and invested 32 million yuan in a production line for "Oreo Cloud Cake" at its Beijing factory [3] - The company plans to increase its stake in Enxi Village to 72% in 2024, enhancing supply chain control and indicating a commitment to expanding its presence in the frozen baking sector [3] - The competitive landscape for frozen cakes remains challenging, with traditional baking brands and emerging trendy dessert shops vying for market share, necessitating effective channel management and digital strategies from Zhu Lei to maintain Mondelēz's leading position [3]