BelVita Breakfast will launch into the convenience channel by releasing new individually wrapped chocolate chip Soft Bakes this summer.
Available in single-portion price-marked and non-price-marked 50g packs, the latest innovation is a soft and chewy baked biscuit made from five of the finest wholegrains and chocolate chips.
Soft Bakes was BelVita Breakfast’s biggest innovation to date to help address consumer textural needs, and the range has been one of its best performing launches, with 4.4m units already sold. Brand owner Mondelēz International claimed that BelVita Breakfast had one of the highest repeat rates in the entire category at 62%, and grew 16% during 2015.
Over the last year, the total brand has been supported by TV and its biggest ever sampling campaign, which has already delivered 2 million Soft Bakes samples to UK consumers since September, in a bid to increase the repeat rate and promote further growth in the category.
Daniel Kessler, senior brand manager for biscuits at Mondelēz International, said: “A recurring consumer barrier to breakfast biscuits appeared to be texture and so, since launch, BelVita Soft Bakes has really shaken up the category.
“We believe that this launch will perfectly complement the current BelVita singles portfolio and with out-of-home breakfasts enjoying double digit growth, we believe this will help convenience retailers drive further on-the-go sales. It’s just another step in revolutionising the breakfast occasion in the UK.”
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