Milestone in Baking: Mondelēz Boosts Growth Momentum in the Chinese Market‌

The baking industry in China has been witnessing rapid growth, driven by rising consumer demand for innovative and quality snack products. In line with this trend, Mondelēz China is deepening its focus on the baking sector, a strategic move to unlock new potential and strengthen its market presence.

‌Expanding the Baking Strategy‌

China’s baking market is thriving, with retail sales estimated at approximately ¥149 billion, and the frozen baking segment is expanding at an impressive rate, expected to reach ¥25 billion by 2025. Recognizing this, Mondelēz China is actively developing its cake category as its future “third engine of growth.”

In December 2025, Mondelēz China launched its upgraded “Oreo Double-Layer Cheesecake” at Sam’s Club, building on the success of the earlier “Oreo Cheesecake” product. This move not only enriched Mondelēz’s portfolio in the cold-frozen cake segment but also demonstrated the company’s commitment to innovating within the baking industry.

To target the ambient cake category, Mondelēz introduced its “Oreo Filled Cloud Cake” in 2022, developed with technological support from its Suzhou Global R&D Center. Later, in September 2025, an improved 2.0 version of this product was rolled out, further enhancing the consumer experience while staying true to the classic Oreo flavor. Consequently, as of November 2025, its market share reached 6.5%.

‌Strengthening Strategic Partnerships‌

In 2021, Mondelēz China took a significant step by entering the baking segment through a strategic investment and cooperation with Enxi Village, a leading Chinese bakery manufacturer. This partnership aimed to extend its presence in the frozen cake market. In the subsequent year, the collaboration led to the successful launch of products such as the “Oreo Cheesecake,” “Oreo Fun Cup,” and “Philadelphia Cheesecake.”

A noteworthy commitment was evident in September 2024, when Mondelēz announced a major investment expansion in Enxi Village. This marks Mondelēz International’s most substantial equity investment since its commencement in China 40 years ago, symbolizing the company’s unwavering focus on achieving growth in the baking category.

‌Synergy Driving Innovation‌

Over the past year, the functional teams from both Mondelēz China and Enxi Village have collaborated closely to refine product quality and operational efficiency. Drawing from Enxi Village’s expertise in frozen baking products, Mondelēz China has introduced several new brand-focused frozen cake items, implementing effective channel strategies to carve out a promising development pathway.

Their combined efforts have produced creations like the “Oreo Swiss Roll” (the company’s first branded refrigerated cake launched in supermarkets), “Luby’s Chocolate Butter Tart,” and the upgraded “Oreo Double-Layer Cheesecake.” These products are available at premium retail locations such as Sam’s Club and Hema Fresh.

Zhu Lei, Head of Mondelēz China’s Branded Frozen Cake team and Strategy, emphasized: “In the future, Mondelēz China will continue leveraging Enxi Village’s R&D capabilities to bring unique brand flavors from Oreo and other iconic Mondelēz brands into cake subcategories, enhancing product offerings and experiences for both consumers and clients.”

‌Abschluss: Continued Innovation and Commitment‌

Mondelēz China remains dedicated to aligning its growth with the evolution of China’s baking market. Moving forward, the company will intensify its investments in baking innovation, optimize its supply chain and channels, and deliver products tailored to Chinese consumers’ preferences. By doing so, Mondelēz aims to deepen its brand resonance and contribute to the development of China’s baking industry.

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