Food Name Game

May 21, 2012 - 12:16 PM
FILE - This Feb. 9, 2011, file photo, shows Kraft Macaroni & Cheese in Chandler, Ariz. When Kraft revealed that it planned to name its new global snack business “Mondelez,” it caused a minor stir. Kraft was careful to explain that the made-up word is an amalgamation of the Latin word for “world” and “a fanciful expression” of the word “delicious.” The linguistic concoction was the result of a four-month long process that reflects the extensive consumer research and vetting names are subject to in the corporate world. It also brings to light the powerful role language can play in shaping appetites and even dictating a brand’s fate. The right name might even persuade consumers to detect phantom homespun qualities in packaged snacks that rolled off a factory conveyor belt. (AP Photo/Matt York, File)