Mindful Snacking and Portion Control

We want to help consumers easily enjoy the right snacks throughout their day, and inspire them to snack mindfully so they can savor and feel good about each and every snack. A major part of our commitment to Mindful Snacking comes to life in our focus on portion control pack formats.

We are big fans of Mindful Snacking because it’s relevant as more and more people are using mindfulness for well-being and balance, it’s sustainable as mindful eating can be practiced by anyone , anywhere and by all ages and it’s effective as research shows multiple benefits of mindful eating.

Goal Progress Highlight(s)

100% of packages globally with portion guidance and Snack Mindfully icon 

On track

Brands across all regions starting to implement and activate Snack Mindfully

20% of global snacks revenue from portion control products

On track

Achieved our 2020 target already in 2019 by growing our portion control options to 16%

Mindful Snacking

So what do we mean by mindful snacking? It is about eating with intention and attention, focusing on the present moment, and savoring how the food tastes so you really enjoy it. In short, it’s about making the most of snacking in-the-moment. This has never been more important, given that we are all snacking more often.

Snacking mindfully involves a few simple steps that add up to real all-around enjoyment:

  • Minimize distractions
  • Portion out your snack
  • Focus on the smell and taste
  • Notice the textures
  • Chew thoroughly
  • Finish one bite before starting the next

We are placing the Snack Mindfully portion icon on all packs, for all snacks, globally by 2025. We established this goal in 2019 and aligned our approach globally to begin activation in 2020.

We also plan to invest in a digital consumer education campaign to reach even more people with practical tips and tools to help them snack mindfully.

To help people get it right, our Snack Mindfully website provides resources, tips and information on mindful snacking. We have also partnered with renowned mindful eating experts, Dr. Susan Alberts, Psy.D, on consumer friendly videos that explain mindful snacking and how to practice it.

Mindful Snacking for health professionals

Be treatwise is a MDLZ UK initiative with some of the UK’s leading confectionery companies to help families have a balanced approach to treats.

Portion Control

We have an expanding range of portion control options –snacks that are 200 calories or less and are individually wrapped. Individually wrapped products enable people to enjoy the treats they love, become more mindful when they eat, and help manage their calories. 

We are committed to growing our portion control products to 20% of our global snacks net revenue by 2025. In 2019, we achieved our 2020 target of 15% – growing our portion control options to reach 16% of our global snacks net revenue.

We grew across all three of our categories – biscuits, chocolate and candy – and across all our regions. Biscuits grew 3%, chocolate grew 6% and candy grew 380%. Portion control in biscuits has increased by 71% since 2012. In 2019, 19.1% of biscuits net revenue came from portion control. In chocolate, it has increased by 38% since 2012. In 2019, 14% of chocolate net revenue came from portion control.

We are mindful of balancing our growth in portion control with our commitment to reducing waste and plastic packaging. We focus on optimizing and reducing packaging as well as using post-consumer materials wherever possible and enabling recycling.

As well as expanding our portion control options, we are placing portion guidance on all packs, for all snacks, globally by 2025.