The integration of the Cadbury portfolio in 2010 has been transformational for Kraft Foods, both in terms of category and geographic market coverage. It has significantly enhanced its presence in snack food as well as in emerging markets, which was a much needed development for the largely North America biased conglomerate.

As part of the extensive repositioning of its food and drinks portfolio, PepsiCo recently announced a significant number of new product launches and new category entries in the snacks arena, largely targeting emerging markets. In Mexico, its joint venture with Strauss Group, Sabra Dipping Co, introduced Obela, a fresh, refrigerated dips and spreads brand that will be launched in June. Meanwhile in India, PepsiCo's Frito-Lay plans to launch more than 50 new products as it invests in scale and innovation to consolidate its leading position in the country's dynamically growing sweet and savoury snacks market.

Kellogg has announced its agreement to acquire Procter & Gamble's only food label, Pringles, for US$2.7 billion as the sale of the brand to Diamond Foods has been terminated due to an ongoing accounting scandal and change in management at the US snack food maker.