Innovating for the Shopper of Tomorrow.

We’re collaborating with entrepreneurs and trade partners to create the shopping experience of the future in 90 days.

Mondelēz International with its world-renown snack brands, among them Milka, Oreo and Mikado, is cooperating with innovative startups to create the shopping experience of tomorrow.

─ About Shopper Futures

With Shopper Futures we want to leverage the increasing connectivity between trade and shoppers, launching into a new era of shopper marketing.
Through Shopper Futures we will collaborate with startups, trade and program partners and some of our most renown snacking brands. The goal is to gain new insights on how continually evolving digitalization influences the purchase decision process of today and tomorrow. Shopper Futures is geared to tech founders in Germany, Austria and Switzerland, who want to break new ground in Shopper Marketing. Let’s reinvent the shopper experience of the future along the complete purchase path, at both physical and digital points of sale.

Some of the tech sectors we consider key to this transformation are:

  • Tech-based shopper marketing solutions
  • In-store shopper analytics
  • Shopper loyalty & reward schemes
  • Shopper utilities & apps
  • Proximity Marketing
  • E-/M-/S-commerce
  • Connected commerce – connection of online and offline channels along the purchase decision process
  • "Packtivation”
  • And others…

Applications for the Shopper Futures program are now closed. For questions, comments, suggestions or more information please feel free to reach out to hi@shopperfutures.de.

─ Participating Brands

  • Milka
  • Oreo
  • Mikado
  • Belvita
  • Halls

─ Participating Retailers

  • Penny
  • Valora
  • Rewe
  • And more

─ Participating Premium Partners

  • Facebook
  • Carat Amnet

─ Details about the Program

What are the benefits to startup participants?

As a startup you will not only work alongside one of Mondelez International’s world-renowned brands and the team behind the brand, but you will also get to collaborate with selected trade partners to actually test your concept under realistic conditions, gaining new insights and valuable “proof points”. You will be accompanied by Mondelēz International experts as well as selected trade and premium partners. By working with them you can expand your own network, which will last beyond this 90 day program. Each of the five startups we select will also receive a project grant of 30,000 Euros.

Who can participate?

  • Your startup technology or solution must be at a stage where it can be live in market at least as a Minimum Viable Product.
  • Your startup is already active in Germany, Austria or Switzerland. Or you can show that your technology or solution can be scaled in one of these three countries as part of this program.
  • Your startup must be less than five years old – we’re looking for early-stage innovators disrupting the market.
  • Your startup cannot have previously worked with Mondelēz International brands in Germany, Austria or Switzerland.

How will startups be evaluated?

  • Originality of the company concept, solution and / or technology.
  • Strength of vision, roadmap and team composition.
  • Market potential and opportunity for competitive advantage.
  • Fit with or possibility to be used in a shopper marketing context

90 days to create and activate.

  • The application period: Applications are now closed. Please reach out to hi@shopperfutures.de for more information.
  • The pitch day: We invite around 15 startups to pitch in our headquarters in Bremen, Germany. Travel costs are on us.
  • The matching: We select 5 startups, that will each work with one of our brands.
  • The project immersion days: Intrapreneurs from Mondelēz International, as well as our trade and program partners come to your office for at least one day to kick off your collaboration.
  • The project rollout: In 90 days you run your pilot project in market.
  • The review: You present the outcome of your pilot project.


Those applicants who best match our selection criteria will be notified by April 27th and invited to a Pitch Day event at our headquarters in Bremen, Germany - all travel expenses paid! The five most suitable startups will then join the Shopper Futures program. For more information please reach out to us at hi@shopperfutures.de.

─ The Mondelēz team behind Shopper Futures

  • Anna-Lena Meyer

    Junior Brand Manager of Oreo
  • Hannah Esters

    Assistant Brand Manager of BelVita
  • Sabine Regehr

    Brand Manager of Mikado
  • Doris Filseth

    Senior Brand Manager Candy
  • Artem Mazur

    Junior Brand Manager of Milka
  • Lars Becker

    Milka Digital Communication Manager
  • Hannes Gerold

    Regional Account Manager
  • Andre Nieber

    Category Planning Expert
  • Alex Nordloh

    National Customer & Category Activation Manager
  • Angelika Westphal

    Digital Program Lead Europe
  • Lisa Armbruster

    Senior Brand Manager Biscuits Treat
  • Heike Hauerken

    Area Manager Communication Central Europe
  • Kathrin Weiss

    Point-of-Sale Activation Manager
  • Julian Postert

    National Account Manager
  • Manuel Nogueira

    Sales Representative
  • Henrik Schoppe

    Manager Shopper Insights Central Europe
  • Jonas Numrich

    External Affairs Manager Central Europe
  • Hans Kilander

    Area Media Manager Central Europe
  • Elisabeth Altenkamp

    Manager IS Sales
  • Sascha Pudlitz

    National Account Manager
  • Kai Thornagel

    Head of Digital Sales Activation
  • Armin Eichhorn

    Program Lead Shopper Futures

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