In addition to applying the artificial intelligence boosting its marketing capabilities and optimizing the customer experience, working with Accenture and Publicis Groupe, Mondelēz International, owner of Oreo, Chips Ahoy or Ritz, is also applying technology to develop new proposals for its cookies and chocolates.
The digital research and development department has long been relying on artificial intelligence to create product recipes and optimize them to fit certain preferences. According to Wall Street Journal, The company has developed a tool that allows you reduce laboratory work, production times and the volume of tastings and tastings by the human control team.
Product innovation is key to attracting consumer attention in a competitive market
From Mondelēz they point out that technology is allowing the speed of the process and efficiency to be increased, but that it is not compromising the focus on the customer or the quality of the product. The Optimization is crucial in a highly competitive market in which attracting the attention of consumers often depends on the ability to innovate in products and brands.
In this regard, as reported by the aforementioned media, Mondelēz experts are using the artificial intelligence tool to create optimal recipes. specifying the desired characteristics, such as flavor, aroma or appearance. In addition, the tool also takes into account parameters such as the cost of ingredients, their environmental impact and their nutritional profile.
The tool suggests new recipes based on the desired requirements, and some of them are tested. Those that are driven to become new products reach the pilot testing or production phase two to five times faster, according to the company.
However, human talent remains essential. The company’s experts work in close collaboration with the professionals responsible for the different brands to ensure that each innovation meets the basic requirements and personality of the product and brand.
It has already been used in more than 70 different projectsincluding the production of derived products, such as the gluten-free Golden Oreo, to renewed recipes.
The tool, which is based on machine learning, began to be developed in 2019 together with the software company Fourkind, which was later acquired by Thoughtworks.
Mondelēz’s commitment to artificial intelligence and the capacity it offers to iterate quickly and adapting to consumers may be one of the factors that has contributed to the company’s positive performance in recent months. According to the company’s financial results for the third quarter, organic sales grew by 5.4% compared to the previous year.
“These results were driven by our commitment to execute with excellence across all of our categories, markets and brands.“said Dirk Van de Put, CEO of the company, when sharing the data. “We continue to work to accelerate our core business while strategically restructuring our portfolio. We are excited about the opportunity to further leverage our iconic brands and distribution to create more premium offerings.“.
