The biscuits that shook up breakfast


SINCE their introduction in 2010, breakfast biscuits have been a game changer. Created by Mondelez International to appeal to the one in three people who regularly skip breakfast, the Belvita brand is now worth £55.9m according to Nielsen.

For the convenience channel, there are 50g and 150g packs.
Available in Milk & Cereals and Honey & Nut flavours, they contain three 50g packs.
Susan Nash, trade communications manager at Mondelez International, said: “Adding the 150g format to the portfolio means the convenience channel can capture the attention of shoppers on a top-up mission alongside the instant consumption mission with the 50g retail packs that are already available in market.”
“We believe that the future lies in continuing to convince people that breakfast biscuits offer them the chance to never skip breakfast again.”
• Cereal bar brand Harvest Chewee has introduced two individual bars to the c-store market. They come in Strawberry Crush flavour as well as in the established Milk Chocolate Chip variant.
The company suggests the single bar pack size makes the new line ideal for breakfast meal deals.