Vijay will lead the company’s commercial strategy and drive growth across Central and East Africa.
The initiative has grown from a company-led sourcing project into a wider agricultural programme involving more than 1,200 farmers committed to sustainable wheat cultivation practices across Europe.
The product is part of a global rollout across more than 80 markets, designed to connect Oreo with younger consumers and BTS’s global ARMY through culturally rooted storytelling and collectable design elements.
He will report directly to Dirk Van de Put, Chair and Chief Executive Officer of Mondelēz, and join the company’s executive leadership team.
The limited-edition cookies are scheduled to hit digital retail shelves on June 1, followed by a wide brick-and-mortar retail rollout on June 8 across more than 80 countries worldwide.