“Do we need new, more agile brands? Yes, the days of a big brand that covers everything are over. People want more choice – especially online, where they can have everything. This will be harder to manage: A broader portfolio is more expensive, there are more individual products that also need to be produced. Whoever manages this will be the winner of the future.”
– Dirk Van de Put, CEO of Milka manufacturer Mondelez, in “The days of big brands are over”, Handelsblatt, Tuesday, April 23, 2019, No. 78