Kraft gets approval for unusual division name

Kraft Foods has gotten the go-ahead from shareholders on a new name for its global snacks division: "Mondelez."

Kraft Foods has gotten the go-ahead from shareholders on a new name for its global snacks division: “Mondelez.” The name generated a lot of buzz a few months ago for its risqué Russian meaning. 

In March, Kraft created the term to mean “delicious world,” combining the Latin word for world, “monde,” with the made-up word, “delez.” Following the announcement, however, Crain's Chicago Business revealed that when “mondelez” is pronounced in Russian, it means oral sex.

Kraft representatives told the press that the company tested the name in focus groups in 28 languages and chose it based on 1,700 suggestions from 1,000 employees worldwide. Yet the fact that its pronunciation still means something sexual is a cause for concern.

Kraft's snack foods, such as Oreo's, Cadbury, and Maxwell House Coffee, are family-friendly brands, and for shareholders to give a nod to “Mondelez” is a little questionable. Consumers and children in most countries around the globe won't know the underlying meaning of the name, but people in Russia will, and that could potentially tarnish Kraft's wholesome image. But since “Mondelez” won't show up on the food labels themselves, maybe the new name will slip by unnoticed.

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