Wow, Kraft Foods is catching all sorts of flak from industry observers and critics who do not like the new name given to the giant’s snack foods business — Mondelez International. You pronounce that “Mohn-dah-LEEZ” says Kraft. One critic, Dan Murphy of, writes: “Why create a new name to replace a perfectly acceptable one, and then require phonetic spelling to pronounce it correctly?” Good question. Look, I wondered the same thing when the announcement came down — If you have to help people pronounce the name, isn’t that a negative? Then I thought, wait, Kraft probably paid through the nose for some agency or experts to come up with that name, so they have done the research, so they must be convinced this is a slick and classy name that will fly with consumers worldwide. What would I have called the snack group? Oh, I’m a simple kind of guy, so I would’ve kept it simple, you know, Kraft Snacks … Kraft Cadbury Snackfoods, something like that. Or maybe just Cadbury Snack Group, I mean, who doesn’t know the name Cadbury? Of course, this may explain why I don’t have a real job — I don’t have a clue. Kraft does, so it will be interesting to see how well the new name takes hold.