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.