What the Tfark is Kraft Foods up to?

This must go down as the naming quote of the year:

Think what you will of Mondelēz International, the new name that Kraft Foods (KFT) will slap on its global snacks business after the company splits this year, at least it’s not “Tfark.” That was one of the 1,700 names suggested by more than 1,000 Kraft employees during the five-month process of soliciting ideas.

For Kraft spokesman Michael Mitchell, “Tfark” is a personal favorite. “I’m not sure what it means,” says Mitchell. “I just liked the way it sounds.”

As a couple of astute observers have pointed out, Tfark is Kraft spelled backwards.

Kraft, Mondelēz, and the ‘Art’ of Rebranding