DESPITE the old adage about breakfast being the most important meal of the day, Mondelez International says one in three people in the UK regularly skip their early morning meal.
It saw that as a market opportunity which led to it launching belVita breakfast biscuits in 2009.
Since then Belvita has grown into a £66m brand and has been bought by 6m consumers in the UK.
Trade communications manager Susan Nash said: “Belvita Breakfast has taken the number-one spot in healthy biscuits and the number three slot at a total category level – a significant achievement given the competition in the market from healthy and everyday biscuits alike.”
“We will bring more innovation in flavours, textures and formats in 2016,” she added.
“We want to ensure that we are appealing to more consumers, and driving further penetration of this category.”
• United Biscuits joined the breakfast biscuit market in 2012 and relaunched its range last year with two new McVitie’s Breakfast products, Fruit & Oat Bakes and Oaty Breaks.
Trade communications controller Hena Chandarana said: “Oaty Breaks are baked with porridge oats and packed with fibre and energy-releasing B vitamins, vitamin D and Iron.
“They are available in a choice of two flavours – Golden Syrup and Raisin & Cinnamon.
“Fruit & Oat Bakes offer wholesome wheatmeal and oat biscuits with a tasty fruit filling available in both apple and blueberry flavours.”