Mondelez International, Inc.

Good afternoon and welcome to the Mondelez International second quarter 2026 earnings question and answer session. Your lines have been placed on listen only until it's your turn to ask a question. In order to ask a question, please press the star key followed by the number one on your touchtone phone at any time. To remove yourself from the queue, press star two. On today's call are Dirk Van de Put, Chairman and CEO. Luca Zaramella, COO, Amit Banadi, CFO, and Shep Dunlap, SVP of Investor Relations. Earlier this afternoon, the company posted a press release and prepared remarks, both of which are available on its website. During this call, the company will make forward-looking statements about performance. These statements are based on how the company sees things today. Actual results may differ materially due to risks and uncertainties. Please refer to the cautionary statements and risk factors contained in the company's 10-K, 10-Q, and 8-K filings for more details on forward-looking statements. As the company discusses results today, unless noted as reported, it will be referencing non-GAAP financial measures, which adjust for certain items included in the company's GAAP results. In addition, the company provides year-over-year growth on a constant currency basis unless otherwise noted. You can find the comparable gap measures and gap-to-non-gap reconciliations within the company's earnings release and at the back of the slide presentation. We will now move to our first question. Our first question comes from Andrew Lazar of Barclays. Your line is open. Please go ahead.

Great. Thanks so much, and welcome, Mohit. Maybe to start off, Dirk, emerging markets, again, remarkably strong for the second quarter in a row this year, a trend we've seen from some other multinationals recently as well. I was hoping you could talk briefly maybe about some of the key highlights that give you confidence in the second half outlook in those markets.

Yeah. Thank you, Andrew. I would say at this moment what's really driving the strong top line that we have, which was 4.4%, and then also strong volume in Q2, we feel that there's a very solid backdrop as it relates to snacking, which continues to perform well across the major emerging markets. Consumer confidence in the emerging markets, I would say, overall is stable and pretty good. India is very strong. Mexico, Brazil, consumer is solid. And then in China, it's softer, but we feel overall that things will gradually improve. Value growth is holding up very well, particularly in biscuits and chocolates. And if you think about what It's sort of driving this, for sure, the expansion of our distribution. We added another 100,000 stores in India. Brazil is now at 1 million stores. China keeps on building out its distribution. In Southeast Asia, we're expanding. The categories are still very under-penetrated, so we still have a long runway of more consumers consuming more every day. We have now multi-years of sustained reinvestment. I think the mixture between global brands and local jewels is working well for us in this market. So we hit all the different price tiers. And then we have a very good build-up in our channels and RGM. So I think it's a very structural situation. It's not cyclical. And I think that we will continue to see some strong growth in emerging markets for us.

Thanks for that. And then maybe a follow-up. I was hoping you could double-click a little bit on the improvement you're seeing in North America, really with an eye towards sort of the sustainability of performance in this region in the back half of the year. Thanks so much.

Yeah. Yeah. Well, I would say that consumer confidence in North America has rebounded from lows, but it remains very subdued. There is still inflation. There's energy crisis. that continue to put pressure. We see this case-shaped growth where you have consumers on one hand going to value formats and channels where prices are lower, but at the same time, better for you and premium options are doing well. Purchasing powers is up, but consumers remain very concerned about affordability, the economic outlook, and job security. So we did well. We had, I would say, strong net revenue growth. We had a positive volume mix. Both are positive, and we're accelerating sequentially versus Q1, and we think that will continue in the second half. We gained share in all our categories in North America. Our ventures portfolio did well. Perfect Snacks, States, You. We have very strong growth in the value channel, high single digits. We have mid-single-digit growth in away from home. We're getting sharing trackers, particularly Ritz is doing well. And so we have a good bottom line. I would say the reason why that is happening is, first of all, we have a very disciplined promotional execution. Second, we have now innovation that's really working for us. I'm thinking about Ritz, Drizzled, or Sour Patch Kids Chews. Oreo is starting to do well. Like I said, Ritz with its innovations is doing well. Z-Bar is growing. Give and Go had a good quarter also. I think another reason why we have these results is that these growth channels are really working for us. We have good price pack architecture with single serve, multi-packs, variety packs, the club packs. And we grew our reinvestment on ANC double digits. So I believe this is sustainable, all these reasons. Why? Because we will continue to reinvest and in fact we will accelerate that in the second half. We have a very good possibility to keep on growing in the value channels. We have the innovation pipeline that will continue. and I think that at this stage the pricing is solid and the promotional execution that we have is working well for us. So we're expecting a very strong second half in North America. Great. Thanks so much.

Thank you. We'll move on to Scott Marks with Jeffries. Your line is open. Please go ahead.

Hey, good afternoon. Thanks very much for taking your questions. I wanted to start off with Amit. First, welcome. I know it's your first call with the team here. Given that you're coming into the business with a fresh set of eyes, wondering if you could just share maybe some initial observations now that you're almost a month in about this business.

Thanks, Todd. Early days, but my initial observations reinforce my thesis on Mondelez. It's only a few weeks into the role, but the strength of the portfolio, the strength of the team clearly stand out. We have a truly iconic brand portfolio, and I'm really encouraged by the strong innovation pipeline, and I think as Dirk mentioned, the momentum that we are seeing behind the innovation around the world. We also have a very advantaged emerging markets platform with plenty of runway for growth. It's also been great to see the level of commitment to reinvesting back into the business to drive sustained performance, and you saw that in this quarter, and we're going to continue to drive that in the rest of the year as well. I do believe we have compelling growth opportunities. When I look at the penetration and the distribution opportunity in emerging markets, the new occasions that our brands can access through innovation, the channels that we under-index in, and again, we saw that in the quarter, you know, the growth in the value channels in the U.S. So, some compelling growth opportunities. We also see, I also see opportunities on the productivity side, whether it's in the supply chain or in AI-enabled efficiency across the P&L. And that's going to create the fuel for us to continue to reinvest behind growth. So, it's been a busy few weeks. You know, I've already been through a board meeting, operating reviews and into my first earnings. Obviously, some things are new for me, but some things are familiar. I mean, I've been in CPG now for over three decades and snacking and food categories for over two decades. So the categories, the brands, you know, the underlying dynamics are very, very familiar. And I'm really looking forward in the coming weeks and months to diving deeper into the business, getting to know the teams, and getting into the markets.

I appreciate the thoughts there. And then maybe just as we think about the outlook for the remainder of the year, obviously took up the top line guide that held EPS. I'm wondering if you can help us understand any puts and takes as it relates to phasing for the back half of the year on the top line, inflation, brand reinvestment, or anything else you might flag for us as we think about the rest of the year. Thanks.

Yeah, so we feel good about the top line, and I think, you know, you've seen us take the top line to at least plus 2%. You know, emerging markets, strong volume-led growth, we expect that to continue. North America, improving execution, and again, despite a soft consumer, we expect to continue to grow both share and top line in North America. And then in Europe, we're seeing signs of improvement as the volume trajectory improves and as we start lapping Some of the pricing from last year. I'd say the shape of the top line growth is balanced between the two quarters. So, you know, we'd expect to see similar levels of growth across the rest of the year, across the quarters. From an EPS standpoint, we're maintaining outlook. I think, you know, we've been consistent that we'll invest any upside back and reinvest back into the areas where we are seeing momentum. So emerging markets, some of the innovation like Biscoff, driving distribution. And we do have incremental costs from the Middle East conflict which we've managed and which we are digesting. So that's included in the outlook as well. And then I think from a phasing standpoint between quarter three and quarter four, it'll be a little bit more quarter four back-weighted below the line on the earnings, but it'll really be driven by some phasing on COCOA. We'll still see some phasing on COCO in quarter three, which will reverse out in quarter four. And then we are lapping up a couple of interest and tax items in quarter three. So it will be evacuated in quarter four, but that's largely mechanical.

Understood. Thanks very much.

Pass it on. Thank you. We'll move on now to Peter Galbo with Bank of America. Your line is open.

Hey, good afternoon. Thanks for the question. Amit, nice to speak with you again. Dirk, I was hoping to click in on Europe, your prepared remarks, talk about signs of progress there, and specifically, I think, mentioned volumes kind of turning positive come the second half. Just maybe you could kind of put that in context for us in terms of the timing and, in particular, Just given the heat wave that's kind of continued so far through Q3, how you see that volume improvement in Europe particularly evolving in the second half?

Yeah, but we're three today, so I'm going to put Luca to work a little bit too and let him answer the European question.

Hi, Peter. Thank you for your question. As we said, the European chocolate business is on a positive volume mix trajectory. and that's really what you're going to see in the second part of the year. Volumes are improving and we see that continuing through the second half, particularly as we start adding prior year pricing. You might have seen a little bit of a negative pricing in Q2 in Europe. That is the result of pricing adjustments that we made already in the second part of last year to adjust some specific price gaps, but really nothing to worry about. Cher, particularly, has been moving in the right direction in the last several months, both in volume and value. And importantly, past the heat wave, I think you're going to see more execution and more activation, particularly around Biscoff. And we have another brand that is Milka Croissant that is doing very, very well. So we feel confident about the improved trajectory in Europe the second part of the year. We're also leaning into new channels and pursuing incremental growth, and then clearly we are investing much more agency. So Q2 is a little bit below where we would have expected it to be, quite frankly, but it is mostly because we kept trade stock in control given the heat wave that came and impacted particularly chocolate consumption. So I feel optimistic about the second part of the year in Europe. I think you're going to see a much better top line. We are happy with the share numbers, and importantly, you're going to see a rebound in profitability as well. And that really sets the stage for continued growth, top and bottom, into 2027.

Great. Thanks for that, Luca. And maybe as a follow-up, Luca, just your perspective with Coco at these levels. Obviously, there's been a lot of movement in kind of the futures market over the past few months. Just how you're viewing the environment from an environmental discipline perspective amongst the players, maybe any color on coverage into next year, and then just how you're thinking about Super El Nino, at least at this point, as it relates to Coco. Thanks very much.

Yeah, I think, look, on Coco, despite the most recent run-ups in Coco Prices, The market fundamentally is in a very different place versus what drove the crisis, I would say, in 2024. So, predominantly, I would say the current reaction in the market price of cocoa is due to three elements. It is the pot count that is a little bit below the average, but quite frankly, that is driven by what happened to the mid-crop that was exceptionally good. There is a short squeeze, so SPACs covering their positions, and that draws, again, support to the price, and clearly El Nino. Though from a fundamental standpoint, I think we all need to realize that the surplus in deep-in-demand and supply in cocoa is at a historical high. I think for this year we're going to have at least and that is the equivalent of 10% of the total demand for cocoa so not inconsequential. The industry coverage is at 10 months so very different place compared to what happened in 24 when the industry was covered just 7 months. and then, as I said, I think the early pop counts suggest that this is not gonna be a great crop, but there is still opportunity for the crop to develop and catch up with the historical norms. Finally, the specs are now short only in inverted commas, less than 200,000 metric tons, and so the market is already pricing some downside risk. I would say structurally the market is in a very different position. To your question about 27, look, I don't want to make this necessarily how well or how bad are we covered into 2027. The reality is that, as we mentioned a few times, 27 earnings are expected to be strong, and quite frankly, earnings are insulated from commodity volatility for us at least. We are using multiple levers into 2027. We still believe this company can deliver positive volume mix and differentiated volume mix compared to many others. As we said many times, we are full steam into delivering elevated productivities, particularly in supply chain in places like Europe and the US. We have interesting programs in terms of AI efficiencies that will drive overhead down and that even our portfolio strategy to become a less COCO-reliant company and so pushing portfolio solutions that are less COCO-intense, I think continues to make strides. Even acknowledging the uncertainty around COCO for 2027, Popcount and Nino, etc., I think the structural position in COCO is much better than 2024, and our 2027 earnings is around execution and levers that I just mentioned, so I feel quite good about 2027, and Look, as we exit the year with momentum, we are going to see continuation into 2027 of top and bottom.

Great. Thanks very much.

Thank you, Peter. Thank you. We'll now move on to Peter Grom with UBS. Your line is open.

Great.

Thank you, everyone.

I was hoping to get some perspective on gross margins before we move on to the trajectory. So, you know, the 34%, you know, in QQ, it was a bit better than I think we and others have modeled. So, just curious if you could unpack, you know, how that, you know, came in relative to your expectations. And then, you know, you mentioned some cocoa phasing impacting the back half of our anxiety. Can you maybe just frame that? How to think about gross margin in the back half?

Yeah, the line was quite disturbed, but I got the gist of your question, which I think is around gross margin. Look, I think we moved away from guiding to gross margin percentage. We were very happy with the plus 3% in gross profit dollar terms that we saw in Q2. You're going to see an acceleration of the gross profit dollar number, particularly in Q3, but also in Q4. The EBIT in absolute dollar terms is going to be up in both Q3 and Q4, more in Q4, quite frankly, for a series of reasons. But we feel very good about the guidance we gave you for EPS for the full year. Recognizing that there are a couple of items below the line in Q3 that are going to cause a little bit of a hiatus between EBIT and EPS. But really nothing structural, nothing to worry about. Top line is coming, volume mix is coming, gross profit dollar is coming. and so despite the material investments we're going to have in ANC, you're going to see EBIT growth in both Q3 and Q4. EPS, as I said, is a little bit pressured in Q3. So we're happy with the gross profit dollar. The outcome of the gross profit dollar is us holding prices in chocolate, given also the fact that the environment is fairly rational across the board. It is the result of volume mix leverage. It is the result of the incredible amount of work our supply chain, both procurement and manufacturing, are doing in terms of productivity. And as I said, hopefully, we're going to see a continuation of this throughout 2027. Great.

Thank you. Hopefully, this is a little bit better. And then just a clarification. A little better? Yes. All right, well, sorry about that, guys. Just one clarification. I think in reference to, I think it was Andrew's question, you talk about positive volume mix in North America and how it improves sequentially versus 1Q and that you expect that to continue. So I just want to clarify, should we expect volume mix to accelerate relative to the 1.2% that you delivered in 2Q in the back half of the year?

Thanks. I stay disciplined in not guiding... and many more. Thank you so much. I'll pass it on. Thank you. We'll move on now to Michael Lavery with Piper Sandler. Your line is now open. Please go ahead.

Thank you. Good afternoon and welcome, Mohit. I just wanted to follow up on a comment from the prepared remarks, just talking about expecting strong 2027 EPS growth. Any key levers you're watching for how that unfolds or maybe any way you could maybe elaborate on how you define strong or put that in a little bit more context?

Look, I think it is really premature to give you more color than what we said consistently, I would say, in the last three earnings calls in terms of 2027. I said for a previous question that, again, earnings are expected to be strong and insulated somewhat from commodity volatility. You are going to see into 2027 Volume Mix positive, continuous momentum in emerging markets. I think we are going to see a European situation that is stabilized and North America continuing, particularly around us going after incremental opportunities both in terms of channels, internet channels, innovation, and strength of our brand. I think Dirk mentioned a few times in one of the past calls that we are going to have a full relaunch for Oreo, and that I believe is going to make a splash into North America and volume mix. You are going to see accelerated productivity and cost savings. We mentioned a few times the supply chain program in the U.S., but there are cost opportunities that are meaningful in Europe, too. And then from an overhead standpoint, we are accelerating overhead saving and driving efficiencies, particularly through AI. So when you put all these things together, we feel quite confident in telling you today that earnings for 2027 is going to be strong.

That's very cool and very helpful. And just on innovation, could you elaborate there a little bit more and maybe point to some of what's really working or key focus areas? And maybe specifically would love if you could elaborate on Biscoff in particular and how that's playing out. I know there's some different layers to that.

Yes. So one of the things we're doing is reduce our innovation portfolio, going for bigger and fewer bets and make sure that those are based on platforms that we can prove. Of course, sort of the breakthrough innovation, we have to combine that still with renovation, flavors, PPA, seasonals and so on. And so this year we're seeing particularly good traction on some of those innovations. Particularly, for instance, in health and wellness and functional, our snack bar portfolio driven by the protein trends, of course, is doing well. Gluten-free is working well for us. Zero sugar also. We see good traction in cakes and pastries with Give and Go and Evert in China. And then we have particularly Ritz, as I mentioned, as an example. as it relates into salty. And then in premium and indulgent, we have Toblerone Pralines, we have the Cadbury and more range that we are launching around the world. And in the U.S., the U-Bites are doing well. So, very good in well-being, cakes and pasties, premium and indulgent chocolate. As it relates to Biscoff, there's three layers to the Biscoff collaboration. The first one is that we are launching In our chocolate range, a special Biscoff range. Basically, it is tablets in the first place filled with different forms of Biscoff, could be sprinkles of Biscoff or the Biscoff cream or even a full Biscoff cookie. We then bring that into other formats like, for instance, the Cadbury eggs. And we go around the world. We just launched in Scandinavia, for instance, where This new range took 7% market share just in the first month that we launched it. In Australia, that chocolate range added 3% growth to the chocolate category on a year basis. So very, very strong reaction to this. And we step it up. It's not like we launched once. We continue bringing new innovations every six months or so under this Biscoff range. And we think we have a runway for a number of years to come.

27 earnings. is around execution and levers that I just mentioned. So I feel quite good about 2027. And look, as we exit the year with momentum, we are going to see continuation into 2027 of top and bottom.

Great. Thanks very much.

Thank you, Peter.

Thank you. We'll now move on to Peter Grom with UBS. Your line is open.

Great, thank you, everyone.

I was hoping to get some perspective on the growth margins before we move into the trajectory. So 34% in Q2, it was a bit better than I think we and others have modeled. So just curious if you could unpack how that came in relative to your expectations. And then you mentioned some cocoa phasing impacting the back half earnings guidance. Can you maybe just frame How to think about gross margin in the back at 1,034%. Thanks.

Yeah, the line was quite disturbed, but I got the gist of your question, which I think is around gross margin. Look, I think we moved away from guiding to gross margin percentage. We were very happy with the plus 3% in gross profit dollar terms that we saw in Q2. You're going to see an acceleration of the gross profit dollar number, particularly in Q3, but also in Q4. The EBIT in absolute dollar terms is going to be up in both Q3 and Q4, more in Q4, quite frankly, for a series of reasons. But we feel very good about the guidance we gave you for EPS for the full year. Recognizing that there are a couple of items below the line in Q3 that are going to cause a little bit of a hiatus between EBIT and EPS. But really nothing structural, nothing to worry about. Top line is coming, volume mix is coming, gross profit dollar is coming. and so despite the material investments we're going to have in ANC, you're going to see EBIT growth in both Q3 and Q4. EPS, as I said, is a little bit pressured in Q3. So we're happy with the gross profit dollar. The outcome of the gross profit dollar is us holding prices in chocolate, given also the fact that the environment is fairly rational across the board. It is the result of volume mix leverage. It is the result of the incredible amount of work our supply chain, both procurement and manufacturing, are doing in terms of productivity. And as I said, hopefully, we're going to see a continuation of this throughout 2027. Great.

Thank you. Hopefully, this is a little bit better. And then just a clarification. A little better? Okay. All right, well, sorry about that, guys. Just one clarification. I think in reference to, I think it was Andrew's question, you talked about positive volume mix in North America and how it improves sequentially versus 1Q and that you expect that to continue. So I just want to clarify, should we expect volume mix to accelerate relative to the 1.2% that you delivered in 2Q in the back half of the year? Thanks.

I stay disciplined in not guiding... and many more. Thank you so much. I'll pass it on. Thank you. We'll move on now to Michael Lavery with Piper Sandler. Your line is now open. Please go ahead.

Thank you. Good afternoon and welcome, Mohit. Just wanted to touch on, just wanted to follow up on a comment from the prepared remarks, just talking about expecting strong 2027 EPS growth. Any key levers you're watching for how that unfolds or maybe any way you could maybe elaborate on how you define strong or put that in a little bit more context?

Look, I think it is really premature to give you more color than what we said consistently, I would say, in the last three earnings calls in terms of 2027. I said for a previous question that, again, earnings are expected to be strong and insulated somewhat from commodity volatility. You're going to see into 2027 Volumix positive, continuous momentum in emerging markets. I think you're going to see a European situation that is stabilized and North America continuing, particularly around us going after incremental opportunities, both in terms of channels, alternate channels. Innovation and Strength of Our Brand. I think Dirk mentioned a few times in one of the past calls that we're going to have a full relaunch for Oreo, and that I believe is going to make a splash into North America and volume mix. You are going to see accelerated productivity and cost savings. We mentioned a few times the supply chain program in the US, but there are cost opportunities that are meaningful in Europe too. And then from an overhead standpoint, we are accelerating overhead saving and driving efficiencies, particularly through AI. So when you put all these things together, we feel quite confident in telling you today that earnings for 2027 is going to be strong.

That's very cool and very helpful. And just on innovation, could you elaborate there a little bit more and maybe point to some of what's really working or key focus areas? And maybe specifically would love if you could elaborate on Biscoff in particular and how that's playing out. I know there's some different layers to that.

Yes. So one of the things we're doing is reduce our innovation portfolio, going for bigger and fewer bets. and make sure that those are based on platforms that we can prove. Of course, sort of the breakthrough innovation, we have to combine that still with renovation, flavors, PPA, seasonals and so on. And so this year we're seeing particularly good traction on some of those innovations. Particularly, for instance, in health and wellness and functional, our snack bar portfolio driven by the protein trends, of course, is doing well. Gluten-free is working well for us. Zero sugar also. We see good traction in cakes and pastries with Give and Go and Evert in China. And then we have particularly Ritz, as I mentioned, as an example. as it relates into salty. And then in premium and indulgent, we have Toblerone Pralines, we have the Cadbury and more range that we are launching around the world. And in the U.S., the U-Bites are doing well. So very good in well-being, cakes and pasties, premium and indulgent chocolate. As it relates to Biscoff, there's three layers to the Biscoff collaboration. The first one is that we are launching In our chocolate range, a special Biscoff range. Basically, it is tablets in the first place filled with different forms of Biscoff, could be sprinkles of Biscoff or the Biscoff cream or even a full Biscoff cookie. We then bring that into other formats like, for instance, the Cadbury eggs, and we go around the world. We just launched in Scandinavia, for instance, where This new range took 7% market share just in the first month that we launched it. In Australia, that chocolate range added 3% growth to the chocolate category on a year basis. So very, very strong reaction to this. And we step it up. It's not like we launched once. We continue bringing new innovations every six months or so under this Biscoff range. And we think we have a runway for a number of years to keep on doing that. The second part is that we are starting to represent with license Biscoff in certain markets around the world. We launched in India with great success. In fact, we built one line and we sold out that line from the first month. So we are hurrying up the building of the second line and we see Biscoff really becoming an important biscuit brand in India. We're preparing a launch in Brazil, where we're going to launch in the beginning of next year, and so on. So it's largely going to be in emerging markets, but the idea is that we keep on adding emerging markets where we build up the Biscoff presence as a biscuit. And then the third part of this collaboration is basically that we have developed a range of ice cream products for Biscoff, which we are also representing for them. We're starting to explore a fourth leg. We haven't done anything yet, but we are thinking about our other product categories. What can we do with Biscoff? To give you an idea, starting to think in the seven days range, croissants with Biscoff filling it. We're thinking about a launch of an Oreo with a Biscoff cream inside and things like that. There's another leg that we are developing. So if you look at that, this will take a magnitude that is going to be in the several hundred millions of dollars. And I personally believe if you look at it also on their side, because they are starting to do a number of innovations on their side. Think about the Biscoff, which has a layer of Cadbury or a layer of milk on top, but that's going to be sold by Lotus Bakery. If you add that all up, I think this is a collaboration that In the coming years, we'll be worth $500 million to about a billion.

Great caller. Very helpful. Thank you.

Thank you. We'll move on now to David Palmer of Evercore ISI. Your line is now open.

Thanks. I'm just hearing all this talk about different growth stuff, innovation, your double-digit investment in A&C. Just wondering maybe sort of a big picture as you're thinking about this. A&C has been higher in the past. I wonder as we're skating through what we're going to see in terms of COCO over the next couple years, do you see A&C reaching past peak levels in the percent of sales? And certainly with that ability to spend, you're going to want to do that well. I'm wondering how are you spending that A&C if you've You know, seeing how, you know, sometimes when you take things on and take things off, you're beginning to see what works and what doesn't, plus you've mentioned a lot of innovation. So I'm wondering how your priorities in terms of A&C are shifting as you're going through that ramp. And I'll have a quick follow-up.

Yeah, look, I think, again, we think in dollar terms in the company, and I can assure you that even despite The cuts that we made last year that were for the most part in the non-working media. If you look consistently over the last few years, ANC is the line on the P&L that is really growing the most. So we have consistently invested. We are investing in our brands. and we have the strong belief that reinvesting in our brands is really the best thing. I would also say that the quality of how we spend as improved dramatically. We give clear guidelines in terms of what we expect the A and C investments to be by main buckets. So we expect communication, we expect a certain amount of digital, we expect a certain amount of activation at point of sales through material that drives consumption and quality of execution and consumption of our brands and category consumption. And so we have tightened up the screws quite a bit in terms of guidelines. I think there is now an important frontier, which is what AI can do, particularly to creative media. And I think there is going to be important steps in terms of how efficiently we are going to spend. Now, I would be lying if I would say ANC and the amount of money we spend is consistently high across the board. We know there are situations where quality of media can improve and particularly targeting specific cohorts and going after incremental opportunities. Tailoring communication to consumer cohorts is really something that we are trying to do more and more. And so expect better spending going forward, higher spending, but also expect better execution on how we spend A&C. But having said that, I think we should be happy with the amount of work the marketing teams have done around the world to ensure that we spend and we spend well to support our brands.

Just a quick follow-up on that. You've talked about some innovation. You mentioned some Biscoff innovation before. Is there any way to roll up the scale of innovation this year, percent of sales that you anticipate from new ideas, and then to what degree are you spending money advertising on some of your increases allocated to that? And then if you had to isolate distribution gains, typically in a given year it might be two points higher of distribution gains just as a typical amount of revenue lift from distribution. How would you characterize distribution as a lift? And then I'll pass it on.

Go ahead. No, no, you go ahead. Yeah, I think it's going a little bit too deep if we have to sort of separate out how much we are doing in innovation. But In a typical thinking about innovation, I think you're performing well as a company, and we are at that level, even slightly below, is that 10% of your net revenue is coming from innovations that were launched in the last three years.