NEW YORK, June 28 (Reuters) - Russians are still
indulging in foreign-made Toblerone chocolate, according to
internal sales documents seen by Reuters, showing the difficulty
of U.S. manufacturer Mondelez's ( MDLZ ) plan to isolate its
business in the country from its global operations.
Facing continuing pressure from employees, activists and
investors to leave Russia, Mondelez ( MDLZ ) planned to make its business
there "standalone with a self-sufficient supply chain" by the
end of last year. It told Reuters in February that products in
Russia were made and distributed locally, with "no imports of
finished goods from Europe into Russia or exports from Russia
into Europe."
But, high-end Toblerone chocolate is made in Switzerland
and Slovakia, and the sales documents viewed by Reuters indicate
that 100 tons of it were sold in Russia in the first four months
of this year, although volumes were down 12% from a year
earlier.
The continued sales of the triangular chocolate bars, a
shape reminiscent of the peaks of the Swiss Alps, show the
challenges of removing Russia from the rest of Mondelez's ( MDLZ )
business.
Food including chocolate does not fall under the
multitude of sanctions imposed by Western countries aimed at
punishing Russia after it invaded Ukraine in 2022. Since then,
many companies have pledged to either exit the country or sell
or wall-off their Russian operations.
Mondelez ( MDLZ ) said in a statement that it is possible that
"branded products could be entering Russia through third-party
distributors or brokers," grey market importers looking to
capitalize on demand for Western brands that retreated after the
war.
Russia previously said it would allow imports without the
trademark owner's permission.
BILLION-DOLLAR BUSINESS
The country remains a significant part of Mondelez's ( MDLZ )
business. The company's revenues in Russia accounted for 2.9%,
or about $1 billion, of its $36 billion in global sales last
year.
Reuters found Toblerone bars on shop shelves in Moscow and
St. Petersburg with packaging saying they were made in
Mondelez's ( MDLZ ) factory in Bern, Switzerland on November 23. A 100
gram bar was for sale for 175.99 roubles ($2.02 U.S. dollars).
To stop third-party distributors or brokers from selling
Toblerone in Russia, Mondelez ( MDLZ ) could file lawsuits against them
and retailers stocking the chocolate in Russian courts over
trademark infringement, said Peter Maggs, a research professor
at the University of Illinois College of Law and expert on
Russian law.
"For the poor company, it's like a whack-a-mole system, if
there's a demand, various people will be bringing the stuff in,"
Maggs said. "Unlike bringing in narcotics, you're not going to
get stopped at customs" for chocolate.
"It's really up to the company to enforce it," he added.
Mondelez ( MDLZ ) declined to provide additional comment.
In another bid to separate Russia, Mondelez ( MDLZ ) earlier this
year appointed a new general manager to lead the country as a
"standalone organization" but he reports to another executive
who reports to the president of Europe.
The Russian business and its employees are also still
entangled in some ways with the rest of Mondelez ( MDLZ ). A source
familiar with the matter who is not authorized to speak to media
and could not be named said that Mondelez's ( MDLZ ) Russian business
still uses the company's enterprise resource planning (ERP)
system, a central planning tool.
The source also said that Russian employees working for the
Russian business also attend meetings with employees from other
regions.
PROFITS DOWN
The internal sales documents show that Mondelez's ( MDLZ ) gross
profit and net revenue on Toblerone in Russia fell in the first
four months of this year compared to the same time last year.
Revenue on Milka chocolate in Russia is up 5.2% in the same
time period, according to the documents, while volumes and gross
profit on the cheaper chocolate brand have fallen.
Mondelez ( MDLZ ) manufactures Milka in its factory in Pokrov,
located about 60 miles east of Moscow, according to a
translation of its Russian website.
Mondelez ( MDLZ ) said last June that it was expecting volume and
sales declines in Russia in part because it stopped advertising
and launching new products there.
Mondelez's ( MDLZ ) Russian business is still top of mind for some of
its investors. At its annual meeting in May, a little over 30%
of them backed a shareholder resolution calling for the company
to conduct an independent study of the risks of continuing to do
business in Russia, a move the company opposed.