Corporation Kraft Foods in the middle of last year announced the division of its business into two companies. It has now become known that the division that will manage the North American market will be called Kraft Foods Group Inc., and will deal with the international direction Mondelez International Inc.
If everything is clear with one of the new names - Kraft Foods Group Inc. will retain the name of a respected brand already known to everyone, the second one caused a lot of discussion. The word "Mondelez" should evoke potential buyers' associations with the concept of "monde" - "peace" in Latin, and the second part of "delez" - is designed to recall the word "delicious" - "delicious" in English. The name was invented during the action, when many different proposals were received from the employees of the corporation, it was required to find a name that sounds good in different languages.
The result turned out to be more than strange, because for the ear of a Russian-speaking person it sounds somewhat indecent, and it seems that this name will add itself to the list of unsuccessful names, the creators of which did not take into account the peculiarities of local markets. All the more strange is such an oversight that the Russian market is far from the last for the company, and its products are largely focused specifically on the female audience. Representatives of the company claim that testing of the new name was carried out on several focus groups, including Russian speakers.