belVita energises range with fresh new look, campaign and innovation

The UK’s number one[i] healthy biscuit brand, belVita, is re-energising the breakfast biscuits category by powering up taste and quality credentials in its innovation, packaging and communication.

While health and wellbeing is growing, taste remains the number one factor to drive purchase[ii]; belVita’s great taste has earned its category-leading repeat rate of 61%[iii]. The brand is continuing to leverage this to offer tasty choices that tap into wellbeing trends and drive penetration for the healthy biscuits category.

Launching in June, belVita Seeds and Berries comes in two delicious flavours with Raspberry & Chia Seeds and Blueberry and Flax Seeds; available in six-pack boxes with three biscuits per pack. The brand will also launch its first ever reduced sugar variant belVita Chocolate Chip with 30% less sugar[iv]. The breakfast biscuit will include the much-loved chocolate chip taste but with 30% less sugar as a low sugar content is the most important criteria for breakfast biscuits[v]. Each box will contain five packs, with four biscuits per pack.

These launches will be supported with a brand new £3.5M marketing campaign with TV, OOH, digital, social, PR and in-store activations. The range will also unveil a fresh new look that dials up belVita’s great taste and quality ingredients.

Melissa Stuart, Brand Manager for belVita at Mondel?z International says: “We’re proud to give the nation energy for the whole morning. Our delicious range of breakfast biscuits are made with five wholegrains and provide slow release carbohydrates hour after hour, making them a convenient and nutritious choice.

Being the number one[vi] brand, belVita is perfectly positioned to accelerate the growth of the healthy biscuits category even further. We are proud to lead the wellbeing and breakfast segments and believe that these two launches that meet consumer needs will really help to drive sales for retailers.” Stuart concluded.

To help retailers define and segment their main fixture and highlight a ‘breakfast biscuit’ section, Mondel?z offer shelf strips, available to order on www.deliciousdisplay.co.uk. They can also order a free promotional poster and product dispenser to help boost sales at breakfast time.

[i] The Nielsen Company, Total Value MAT to w/e 20.04.19

[ii] Global quantitative wellbeing study March 216

[iii] Kantar WPO, MAT repeat rate to 21.04.19

[iv] 30% less sugar than breakfast biscuits on average

[v] BCG Demand Spaces framework 2017

[vi] The Nielsen Company, Healthy Biscuits category, Total Value MAT to w/e 20.04.19