From Oreos To Ownership: The Shocking $100 Million Transformation Of 100 DeForest Ave, East Hanover, NJ 07936
The address 100 DeForest Avenue in East Hanover, New Jersey, has long been synonymous with the sweet smell of success, literally. For decades, this sprawling property served as a major corporate hub for Nabisco and its parent company, Mondelez International, the global snack food giant behind iconic brands like Oreo, Ritz, and Triscuit. However, as of late 2025, the narrative of this crucial Morris County location has undergone a dramatic, multi-million-dollar transformation, pivoting from a commercial and industrial powerhouse to one of the region’s most significant new residential communities.
The latest updates confirm that the site, once home to corporate offices and research facilities, is now the focus of a massive, multi-phase residential redevelopment project. This shift is not just a change in land use; it represents a major economic and demographic turning point for East Hanover Township, introducing hundreds of new residents and a significant commitment to affordable housing into the community.
The Sweet History: Nabisco and Mondelez International’s East Hanover Legacy
The property at 100 DeForest Avenue holds a deep, historical significance in the American food industry. It was a key location for the National Biscuit Company, better known as Nabisco, a name that evokes nostalgia for classic cookies and crackers. Following a series of mergers and corporate restructurings, the site became a critical facility for Kraft Foods and eventually, the independent global snacking company, Mondelez International (Mondelez Global LLC).
For years, the East Hanover campus served as a center for research, development, and corporate operations, making it a major employer and a landmark in the Morris County business landscape. The decision to consolidate operations and the subsequent sale of the property marked the end of an era, paving the way for the site's most ambitious reinvention yet. The demolition of the vacant office building on the site (Block 41, Lots 37, 38, and 40) was a clear signal that a new chapter was beginning for this prime piece of New Jersey real estate.
The Master Plan: Valley View Park Development Details
The new identity of 100 DeForest Avenue is centered around a massive residential project known as Valley View Park. The entire development is a joint effort involving the township and a major regional developer, Kushner Real Estate Group (KRE Group), who acquired the site for its redevelopment potential.
The project is classified as an inclusionary development, a term that highlights its compliance with New Jersey's requirements for municipalities to provide their "fair share" of affordable housing. This commitment is central to the project's design and its long-term impact on the local housing market.
- Total Units: The approved master plan permits the construction of 548 residential units across the expansive property.
- Affordable Housing Component: A significant portion of the total—96 units—are designated as affordable housing, directly addressing a critical need in East Hanover Township.
- Developer: The project is being led by KRE Acquisition Corp., a subsidiary of the Kushner Real Estate Group.
- Unit Mix: The final development will feature a diverse housing stock, including approximately 247 townhouse units and a substantial number of luxury rental apartments.
- First Phase: Groundbreaking has already occurred for the initial phase, a 239-unit luxury apartment complex that will set the standard for the entire community.
A New Era for East Hanover: Economic and Demographic Impact
The transformation of the 100 DeForest Avenue site is arguably the most significant real estate event in East Hanover in decades. The scale of the Valley View Park development—548 new homes—will introduce a substantial influx of new residents, impacting everything from local school enrollment and traffic patterns to the demand for local services and businesses. This development is a key part of the township's broader strategy to manage growth and fulfill state-mandated housing obligations.
The inclusion of 96 affordable units is particularly noteworthy. This element makes the development a model for how suburban communities can integrate new housing that is accessible to a wider range of income levels, fostering greater economic diversity within Morris County. The project is a direct result of a settlement agreement that allowed KRE to move forward with the large-scale development while providing the necessary affordable housing stock.
The Luxury Living Experience at Valley View Park
While the project fulfills a public need, the market-rate units are being positioned as luxury rentals designed to attract discerning residents. The KRE Group is known for developing high-end communities, and Valley View Park is expected to feature a full suite of modern amenities that have become standard in competitive Northern New Jersey luxury rentals.
Future residents can anticipate a community designed for a contemporary suburban lifestyle, with potential amenities including:
- State-of-the-art fitness centers and yoga studios.
- Clubhouses and resident lounges for social gatherings.
- Resort-style swimming pools and sundecks.
- Outdoor recreational areas, including playgrounds and walking trails.
- Easy access to major local arteries and proximity to retail centers along Ridgedale Avenue and River Road.
The location itself remains a major draw. East Hanover is a desirable suburban community, offering excellent schools and convenient access to major highways like I-287, I-80, and Route 10, making it an ideal commuter location for those working in Morristown, Newark, or even New York City.
Redevelopment and Local Zoning: Navigating Change
The conversion of a massive commercial property into a residential zone required extensive planning, zoning amendments, and public hearings. Documents from the East Hanover Township Planning Board and the 2019 Master Plan Amendment confirm the rigorous process undertaken to approve the project.
This type of large-scale redevelopment of former industrial or corporate campuses—often referred to as brownfield redevelopment or simply adaptive reuse—is becoming increasingly common in mature suburban areas. It allows municipalities to capitalize on existing infrastructure while repurposing large, underutilized parcels of land. The former Mondelez site was identified in the township's Open Space and Recreation Plan Update as a key area for development, further cementing its role in the town's future.
The journey of 100 DeForest Avenue from the corporate headquarters of Nabisco to the thriving, mixed-income residential community of Valley View Park is a powerful case study in modern suburban evolution. It demonstrates how historical industrial sites can be successfully transformed to meet the 21st-century demands for housing, all while providing a significant contribution to the local affordable housing stock and establishing a new landmark in East Hanover, NJ.
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