Cadbury owners Mondelēz International are the latest to join major global brands in reducing or suspending operations in Russia as a backlash against the war in Ukraine. Mondelēz, who have already ceased operations in Ukraine, have said they will be reducing their activities in Russia and that they “condemned this unjust aggression and stand firmly with those calling for peace and an end to the war”.
The confectionary conglomerate, who have a presence in over 150 countries worldwide, and dominate the market share with products like Cadbury’s Dairy Milk Chocolate, have said they will be ending investment and advertising spending in Russia. Although the firm intends to reduce non-essential activities in the country, it will continue to support colleagues in the market “who are facing great uncertainty” and ensure continuity in the food supply.
Chief executive of Mondelēz, Dirk Van de Put, sent an email to their entire workforce, clarifying their stance on the war in Ukraine. In the email, he stated that the company
..will focus our operation on basic offerings, discontinue all new capital investments and suspend our advertising media spending.Chief executive of Mondelēz, Dirk Van de Put
He went on to say that the firm would continue to monitor the situation closely to ensure appropriate measures are being taken. “we recognize this is a highly dynamic and very concerning situation, that we will continue to assess and adjust as needed.”
Mondelēz has also committed to increasing their humanitarian efforts through a multi-million dollar pledge that includes cash donations to Save The Children and an extension of their employee double-match program with the International Federation of the Red Cross (IFRC).
McDonald’s and Starbucks have also temporarily closed their stores in Russia, and as the war in Ukraine continues, we can expect more big brands to follow.