Dig In 132. How Mondelez moved beyond one-off launches to build innovation that lasts
Feb 4, 2026
Cristina Marinucci, VP of Global Growth & Omni Commercial Insights at Mondelez, known for building scalable innovation frameworks. She discusses starting with real snacking moments to close the say-do gap. She explains system-led innovation over one-off launches and how to build local-first yet scalable growth platforms. She also covers measuring success and the tensions of implementing global frameworks.
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Local First, Global Platforms
- Mondelez uses a “local first, not local only” approach to balance global platforms with market-specific translation.
- Global defines big bets and demand science while local adapts formats, packs, and price to shoppers.
Anchor Briefs In Consumer Moments
- Start innovation briefs from the consumer moment and the problem you're solving, not technology or factory constraints.
- Invest in scalable platforms and continuous consumer learning instead of isolated one-off launches.
Say–Do Gap In Snacking
- The say–do gap is pronounced in snacking: stated priorities like wellbeing often don't predict purchase actions.
- Willpower and price sensitivity shift choices later in the day and across the week.