Breakfast biscuit brand Belvita is venturing into the snacking market with a range of baked bars.
The bars come in two variants – Cranberry & Hazelnut and Dark Chocolate & Hazelnut – which are available in packs of four for an rsp of £2.79.
Both feature a soft baked base with five wholegrains and whole hazelnuts, with either cranberries or dark chocolate added.
“These new bars still contain Belvita’s trademark five wholegrains and are a natural source of fibre and magnesium. We’ve kept these benefits and added a soft and crunchy taste combination that we’re sure will be ideal for consumers looking for a mid-morning snack,” said Mathilde Rossignol, brand manager for Belvita at Mondelez International.
The launch, which will be Belvita’s first foray into the adult healthier snack bar category, targets those looking for something a bit different, it said.
In consumer testing, 81% of people voiced an intent to purchase, rating the soft and crunchy recipe combination of Belvita Baked Bars as outstanding, it added.
“Belvita has one of the highest repeat purchase rates in the biscuits category at 61%, meaning it’s perfectly placed to grow sales from both new and existing shoppers in a new format for a new occasion,” added Rossignol.
The launch will be supported by a marketing campaign across TV, print media advertising and in-store activation.
Consumers can also take part in a competition, called Belvita Time, to win a cash prize of up to £10,000. The text-to-win competition is open until the end of April.