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Issue Date: Vol. 53, No. 1, January 2013, Posted On: 12/18/2012

Mondelez Celebrates Rich Heritage, New Beginnings At NYC Oreo Event

Emily Jed
TAGS: vending, vending machine snacks, Chelsea Market, Mondelez International, Paul Schindelar, Kraft, Oreo, Nabisco, Cadbury, Amy's Bread, Eleni's, Ronnybrook Milk Bar, Fat Witch Bakery, Mario Batali, Del Posto

NEW YORK CITY -- During a festive gathering at the original home of the National Biscuit Co. factory, where the Oreo cookie was invented and manufactured, Mondelez International Inc. recently celebrated its launch.

On Dec. 3, members of the foodservice and vending press corps took part in a guided tour of the old factory site, which is now the urban Chelsea Market, a 22-building complex in lower Manhattan that houses a food court, retail shops, offices and TV studios.

The tour was highlighted by a tasting of nostalgic Oreo-inspired treats, made exclusively for the group by some of the city's trendiest gourmet shops that now occupy the popular food destination. They included cupcakes from Eleni's, sandwich cookies from Amy's Bread, cookies and cream milkshakes from Ronnybrook Milk Bar and brownies from the Fat Witch Bakery.

A dinner followed at celebrity chef Mario Batali's award-winning Del Posto restaurant. The company's famous brands were featured in a salad topped with Ritz cracker-encrusted goat cheese, a chicken entrée with Nutter Butter pumpkin sauce and crème terrine with Chips Ahoy cookies for dessert.

Paul Schindelar, vice-president of foodservice at Mondelez, described the new global snacks business, which spun off from Kraft as an independently traded public company in October, as a $36 billion legacy startup.

Schindelar, who formerly was involved in Kraft's vending and OCS programs, noted that Mondelez owns such leading brands as Oreo, Cadbury and Nabisco, and that the new company will be able to leverage the long-established equity in these brands to build a foodservice and vending portfolio on top of a clean slate.

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