Mondelez Rising in the east
Set to shake things up at Mondelez, bringer to market of such iconic brands as Oreo, Cadbury Dairy Milk, Toblerone, Clorets, Halls and Tucs, is Yokesh Maharaj, who joins the firm as president of its Sub-Saharan African business unit, as of last month. He comes to Mondelez from 18 years at SAB, where he served as business unit president, executive director sales and distribution, and executive director for human resources. He will be looking to grow the business across the continent, but has a particular eye on East Africa, where they will focus their energies in the short term – although they also have a toehold in the more challenging West African markets. He also believes that growth opportunities remain for the core brands and pack sizes, but that brand extensions and innovation have a role to play. “We are currently undertaking a strategy refresh to unlock the growth potential across the broader continent and getting a better appreciation of the categories that will present long-term growth,” he says.
Comment: East Africa is rising. Something of which our entire sector would do well to take note.