Mondelēz extends Belvita with filled Soft Bakes

Mondelēz International is expanding its Belvita breakfast biscuits range with a new variant – Soft Bakes Filled.

The ‘soft and chewy’ baked biscuits are made from five wholegrains, including crushed buckwheat and oat flakes, and have a filled centre. They will be available in two flavours, Choco Hazelnut and Strawberry, in multipacks of five x 50g with a recommended price of £2.79.

Belvita Soft Bakes, first launched in August 2015, are now worth £18.2m, according to Mondelēz, making it the brand’s most successful innovation to date.

“In testing, we found consumers loved the taste and more than 50% of product testers indicated they would buy this in addition to the breakfast/snack item they currently buy,” said Daniel Kessler, senior brand manager for Belvita.

“We believe this launch will reach new consumers with a new breakfast occasion and help them avoid skipping breakfast, which will in turn, help drive incremental sales for the category.”

The NPD, available from late August, will be supported by a £2m marketing campaign including sampling, TV advertising and in-store activity.

Earlier this month, Mondelēz launched a soft-centred Cadbury-branded chocolate chip cookie range. Called​ Cadbury Crunchy Melts, the cookies contain a soft melting centre and can be eaten cold or heated in the microwave. 

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