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Helping consumers snack mindfully

Published: 18/11/2022

As part of our #FoodFuture project we’re speaking to experts about how to best achieve more sustainable food systems. We spoke to Rimi Obra-Ratwatte from Mondelēz to see how the company is helping consumers make informed choices.

As one of the largest snacking companies in the world we embrace the important role we have to play in empowering consumers to snack more mindfully. This is integral to our purpose of “helping people to snack right”. 

We’re leading the future of snacking made right by making great-tasting products in the right way, and inspiring people to get the most out of their snacking experience. 

Our consumers tell us they are looking for snacks that fit their busy lifestyles. People want convenient and delicious snacks they feel good about eating, while also seeking balance when making their snack choices.  

Our own extensive consumer data shows that 74% want snacking tips and visual indicators of portion size on pack. Indeed we believe consumer information needs to be meaningful, actionable, consistent across markets and provides clear portion guidance at the point of purchase and consumption.  

So, what does mindful snacking really mean? 

Over the past eight years we’ve worked with mindful eating experts to develop and validate our global Mindful Snacking programme. 

Mindful Snacking is the application of mindfulness to eating and can be practised by anyone, anywhere and by all ages. It can help people to manage their relationship with all food and to do so in moderation.  

It is about paying attention to why you want to eat before you choose what to eat. Are you hungry? Are you simply bored, distracted or seeking a break from what you are doing?  

Thinking through your reasons can help you to be more deliberate about what you eat and conscious about the reason why you want a snack. And it’s also about how you snack, taking your time to taste the flavours and textures, leaving distractions aside, and slowing the pace of eating so that you really enjoy what you’re eating and know when you’re full or satisfied.  

Moreover, mindful snacking has been shown to lead to a more positive relationship with food (1) by making more deliberate and conscious food choices, more satisfaction and pleasure from food by savouring with all your senses (2) and being less likely to overeat (3) by paying attention to feelings of satisfaction. 

In fact in some countries such as Germany, Australia and Brazil practices regarding mindful eating are included in national dietary guidelines and that by eating slowly and consciously there is a greater enjoyment and promotion of the sense of satiation.  

What is Mondelez International doing on mindful snacking?  

We want to educate consumers about how to snack mindfully and inspire satisfying snacking experiences.  

We’re helping people to snack mindfully in many ways.  

We’re adding information on pack across all of our European brands by 2025 and our Snack Mindfully website provides resources, tips and information on mindful snacking.  

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This will empower our consumers by making them more aware of portion sizes through visual images of a portion along with the calories it provides and also tips on how to snack mindfully. 

We have also partnered with renowned mindful eating experts to provide consumer-friendly videos that explain mindful snacking and how to practice it, which are also available on the website. 

And in the UK, we have piloted QR codes on pack, to provide consumers with further information.  

By scanning the QR code on the outer packaging, consumers can access our new online platform ‘SnackingRight’ which provides information about the company’s global Snacking Made Right programmes, including its cocoa sourcing programme Cocoa Life, tips on mindful snacking and recycling information. 

How can you practice mindful snacking?  

Mindful Snacking is based on six, practical and accessible behaviours that anyone can practice, anytime and anywhere.  

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Taking these behaviours and bringing them to life in the right occasion through our brands is what makes it authentic and real with consumers.