Belvita extends range with lower-sugar biscuits

Breakfast biscuit brand Belvita is to add a trio of NPD to its range next month, including its first-ever reduced-sugar variant.

Belvita Chocolate Chip with 30% Less Sugar biscuits contain 1.8g of sugar per 11.25g serving (per biscuit), while existing Belvita Chocolate Chip Biscuits have 3g per 11.25g serving. Both contain 49 calories. The NPD comes in a box containing five packs of four biscuits, with an rsp of £2.

Mondelēz International, which owns Belvita, said research showed low sugar content was the most important factor when it came to breakfast biscuits.

Also launching in June are Belvita Seeds and Berries, which come in two variants: Raspberry & Chia Seeds and Blueberry & Flax Seeds. They are sold in six-pack boxes, with three biscuits per pack, at an rsp of £2.79. Each 15g biscuit contains 66 calories and around 3.5g of sugar.

They tap into the trend for ancient grains, which has resulted in bakery brands launching products containing the likes of chia seeds. Nairn’s, for example, launched its lowest-sugar biscuit in February 2019 in the form of a Coconut & Chia Oat Biscuit, while Pladis extended snacking brand Go Ahead with Fruit & Nut Breaks, which included an Almond, Coconut & Chia See variant.

Mondelēz will support its new launches with a £3.5m marketing campaign, including TV, out-of-home and digital elements, as well as in-store activity. The range will also feature a new look for Belvita, which will “dial up Belvita’s great taste and quality ingredients”.

“Being the number one brand, Belvita is perfectly positioned to accelerate the growth of the healthy biscuits category even further. We are proud to lead the wellbeing and breakfast segments and believe that these two launches that meet consumer needs will really help to drive sales for retailers,” said Melissa Stuart, brand manager for Belvita at Mondelēz International.

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