Boycott Marabou: Postdoctoral Researcher Calls for Boycott of Mondelez Products in Russia

The criticism comes in a debate post in the Swedish newspaper Today’s Newswhich is often compared to the Norwegian Dagens Næringsliv.

– Boycott Marabou, who contributes to the Russian war machine, writes postdoctoral fellow in business economics at Sweden’s University of Agriculture, Uliana Gottlieb.

She writes about the Swedish chocolate manufacturer Marabou, which, like the Norwegian Freia, is owned by the American company Mondelez International.

According to the Kyiv School of Economics, Mondelez paid NOK 1.9 billion in taxes to Russia last year, while from 2021 to 2022 they increased their income in the country from DKK 10.1 to 14.6 billion.

Simultaneously they announced in February this year to have contributed NOK 130 million in support to Ukraine. The contribution is called “petty money” by Gottlieb:

– It can be compared to the Russian state receiving approximately 15 times more from the company in 2022. At the same time that the company contributes to the murders with tax billions, it gives small change to the victims, thunders Gottlieb, who calls it “hypocrisy.”

In addition to Freia and Marabou, Mondelez also owns Milka, Oreo, Ritz Crackers and Toblerone. according to Forbes Russia Mondelez is the 47th largest foreign company in Russia.

Gottlieb points out that a number of other companies, also in food and snacks, have stopped production in Russia and deliveries to the country, including Orkla, Finnish Fazer and Swedish Cloetta.

– Boycott Freia

Nettavisen has spoken to Gottlieb. When asked whether Norwegians should boycott Freia as long as Mondelez is operating in Russia, she is clear:

– Absolutely!

– I think it is extremely important that as many people as possible boycott Mondelez’s products, including Freia and Marabou, as long as Mondelez is active in Russia. It also has a symbolic effect, as Freia founded Marabou once upon a time.

It was in 1916 that the Norwegian Freia owner Johan Throne Holst started Marabou in Sweden. The two companies merged in 1990, and were bought by American Kraft Foods – now Mondelez – three years later.

– Norway has shown strong support for Ukraine, so it is such a shame when large companies with a lot of power and resources, such as Mondelez, oppose that support by increasing their tax payments to Russia’s war machine, says Gottlieb to Nettavisen.

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The postdoctoral researcher believes that a boycott of Freia Milk Chocolate, Daim, Philadelphia cheese and Ritz biscuits could help to persuade the management of Mondelez to stop selling their products in Russia, thereby removing some of the tax revenue to the country.

Defends the decision

Mondelez itself says that it has stopped advertising its products in Russia, and that it has stopped all investments in the country.

When the war broke out, Mondelez defended himself in that they contribute to maintaining the food supply in Russia.

– We sell chocolate and biscuits. In some countries, biscuits are considered part of a normal diet. It is part of the breakfast in many countries, so we feel that we are selling products to the average consumer in Russia, Mondelez chairman Dirk Van de Put elaborated in October, according to Yahoo News.

According to the company quarterly report for the first quarter of 2023, Mondelez has 2,500 employees in Russia. In the report, they write that business in Russia has strengthened after the invasion. Revenues in Russia have increased as a result of price increases, a stronger ruble against the dollar, and the fact that the company no longer has expenses for advertising, Mondelez states.

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Mondelez also has two factories in Ukraine. Modelez Ukraine contributed in the first quarter to 0.4 percent of the company’s result, while the Russian subsidiary Mondelez Rus contributed seven times more, according to the quarterly report.

This is how Freia answers

The Nordic office of Mondelez, which handles media inquiries for Freia, has given a response to the criticism of Nettavisen. They give the following quotes:

– Since the start of the war in Ukraine, we have stood with Ukraine and condemned the brutal aggression. Our thoughts go out to the Ukrainian people and everyone around the world who have family, friends and loved ones who have been affected. The situation is appalling and we continue to condemn this senseless violence.

– To help the Ukrainian people, we have committed to providing 12 million USD via the Mondelēz International Foundation to support the country, Ukrainian citizens and refugees. In addition to the support we provide through the Mondelēz International Foundation, we have also invested in repairing and reopening our local factories in Ukraine that were destroyed in the war.

– There are no easy decisions, but as a food producer we help to maintain the food supply by maintaining the production of basic goods. However, we have stopped all new capital investments, planned product launches and line extensions, and advertising in Russia. If we stopped all our activity in Russia, it would mean that someone completely different would take over the business and use the proceeds to serve their own goals.

– Freia is not manufactured in Russia and we do not sell any products in the Nordics that are manufactured in Russia.