Polly want to savor the journey? Name review of Véa crackers


If you are what you eat, then everyone is surely part Mondelez. Mondelez is a food conglomerate that owns many notables, from Chips Ahoy to Philadelphia Cream Cheese to Triscuits and Wheat Thins.

Yes, that’s right. The two most polar opposites on the cracker spectrum, Triscuits and Wheat Thins, are actually siblings. And now you can add another cracker to the Mondelez cracker family: Véa.

from www.mondelezinternational.com/newsroom/our-stories/vea 3/8/17

This is what Véa is all about, straight from the horse’s mouth:

Designed to drive growth in the savory cracker segment, Véa is a key pillar of our goal to be the global leader in well-being snacks…With a name symbolizing the brand’s purpose of “savoring the journey,” we developed Véa for the on-the-go, well-being-focused millennial consumer – open to discovery, adventure and authenticity.”

And does Véa deliver the goods? Crunch yeah. With a vague romance language tone to it, Véa both links to Mondelez, and to the ideas of discovery, adventure, and authenticity. (After all, don’t European sounding names sound more authentic and more adventurous? Compare, say, Frappucino and Coolata.) And, Véa gets one easily to “via,” suggesting an avenue, a journey, and movement, and those that remember their Spanish conjugations “vea” is the third person imperative conjugation of the verb for to look. “Look!” Commands the name.

And as for sound and mouthfeel, the name is light and airy, making the crackers seem healthy as can be. Some might go so far as to say that the V name even brings to mind vegetables! (If they were actually vegetables, they would be the ultimate double agents. But they aren’t. So I guess that makes them triple agents?)

Anyhow, here at Catchword we dig the name Véa. It totally hits the spot.

Final Grade:



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